The Social Media Toolbox (updated 2012)

20.9.2012 Dr. Ute Hillmer

Social Media BasicsWhat do I have to know and understand to get started?

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!!

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!

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!!

energize

support

Integrate

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!

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– …

Consequences of Social Media Marketingfor the Product Range “The Long Tail”•

Chris Anderson: The Long Tail, 2006.

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.

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

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?

TheSocial Media Toolbox

What Media Channels should I use?

Where should my company be present?

The Social Media Toolbox

Slide by Solis + Thomas

Choose your channels wisely!

Select YOUR Toolsnot All Tools!

PR Content

Website

Microsites

Social Media as a Workflow Process

Newsletter

Communication ChannelCorporateHosting

Facebook

Twitter

Google+

Youtube

Flickr

Slideshare

Slide based on Björn Eichstädt, Storymaker

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

Socially‐enabledF&E

Corp. Website

based on Cipriani 2009

FB Page

Google+

TwitterAccoun

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

Social EventManagement

Social Campaign Tracking

Sales Referal

Proactive LeadGenerierung

CRM = Customer Relationship Management

based on Altimeter Group 2010

360° Medienmanagement Kundenprofile beachten

• Was machen Silver Surfer (>50 J.) Online?

360° Medienmanagement Kundenprofil: Digital NativesWas machen Digital Natives (zwischen 14 und 29 J.) online?

The Corporate Website:Center Stage

The Corporate Website:Center Stage +Aggregation Point

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.

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

The Corporate Blog the “Sun of the Solar Content System”

The Corporate Blogblog.daimler.de

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

Direct2Dell Blog

TechCenter Blog, Chat, Community

Dell Shares Investor Relations

TechCenter Blog, Chat, Community

The Corporate BlogEmployees as Experts

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

Types of Social CRM Interaction

Existing Social Media Networks

(Facebook, Xing, Twitter, Linkedin, etc.)

Networks, etc.)

interactions

Social Marketing

SocialSales

Social Service

MarketInformation

CustomerPreferences

Market

Socially‐enabledR&D

The Corporate BlogTypes of Social Media Interaction

Social SalesInsight

Innovation

Rapid Social

Sales ReferalSocially‐enabled

Service

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

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

Social Networks

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.

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

How Social Networks workThink about a sports club!

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…

How Social Networks work 3

Friends are easily found, one links up, meets, networks, …and own expertise distributes …

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)

Dell on Facebook Ratings

Dell on Google +

Dell on Google + Hangouts

Festool on Facebookfacebook.com/festool.de

39.559 Fans

Stand: 09.07.2012

curtsey of Klaus Danner, Manager Customer Communications

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

Information & Wissensaustausch

Problemlösung & Hilfe

Beratung Beschwerden & Reklamation

Festtool Ziele der Nutzung von SocialMedia

Kaufbestätigung Affinitätsimpuls, Bekenntnis zur Marke

Profilierung, Reputation

Altruistischer Impuls, Hilfsbereitschaft

Festool on Facebook Fanpage Meinungen

Festool on Facebook Fanpage Fragen

Frage: Würdet Ihr Eure Festool Werkzeuge anderen Personen ausleihen?

Festool on Facebook Fanpage Anwendungsberatung

Festool on Facebook Fanpage Produktvergleich

28 Kommentare später …

Festool on Facebook Fanpage Beschwerdekanal

Festool on Facebook Fanpage Servicekommunikation

Festool on Facebook Fanpage Kunden-Stolz

Festool on Facebook Information Flow

Social Media Kanäle – incl. Monitoring

System

Anwendungs‐fragen

Beratungs‐bedarf

Beschwerden

Produkt‐Diskussion

Berichte Produkttests

Service & Beschwerde‐Management

Meinungsführer Management

Marketing/ Rechtsabteilung…

Service Support Beschwerdem. Kundenzufriedenh. Produkte …

Direkte Reaktion im Social Web

Indirekte Reaktion z.B. Presse /neue Produkte

Festool on Facebook Fan-Development

Mrz 10

0Mai 10

Jun 10

Jul 10

Aug 10

Sep 10

Okt 10

Nov 10

0Jan 11

Feb 11

Mrz 11

1Mai 11

Jun 11

Jul 11

Aug 11

Sep 11

Okt 11

Nov 11

1Jan 12

Feb 12

Mrz 12

2Mai 12

Jun 12

Entwicklung Facebook Fans

Networks, etc.)

interactions

Social Marketing

SocialSales

Social Service

MarketInformation

CustomerPreferences

Market

Starting point for Social Customer Relationship Management

Social SalesInsight

Innovation

Social Innovation

Insight

Rapid Social

Service

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

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

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

Content Sharing Platforms

• Online Communities for archiving and sharing content such as:– Photographs and images– Videos– Audios– Presentations

PR Content

Website

Microsites

Social Media as a Workflow Process

Newsletter

Communication ChannelCorporateHosting

Facebook

Twitter

Google+

Youtube

Flickr

Slideshare

Slide based on Björn Eichstädt, Storymaker

Festtool on Youtube

youtube.com/festool

März 2010 bis Juni 2012

1.071.330 views

Festool on Youtube Entwicklung

Mrz 10

Mai 10

Jun 10

Jul 10

Aug 10

Sep 10

Okt 10

Nov 10

Jan 11

Feb 11

Mrz 11

Mai 11

Jun 11

Jul 11

Aug 11

Sep 11

Okt 11

Nov 11

Jan 12

Feb 12

Mrz 12

Mai 12

Jun 12

Youtube ‐ Views pro Tag

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

Crowd Sourcing / Open Innovation

19.12.2011

Dell‘s Crowdsourcing Aktivitäten

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

Dell Design Studio Mass Individualisation

Objective masscustomization

brandrecognition

Target individualisticcustomers + prospects

SM Strategie online offer

Open Innovation through Social Media

Turning the R&D Processes Upside Down!

Market Demand: Product Lifecycle

outbound Marketing

inbound Marketing

Cash flow over time

Networks, etc.)

interactions

Social Marketing

SocialSales

Social Service

MarketInformation

CustomerPreferences

Market

Starting point forSocial Customer Relationship Management

Social SalesInsight

Innovation

Rapid Social

Service

Dell Shop eCommercewith Social Content

Objective sales Change brand perception

Target customers prospects

SM Strategie eShop with rankings +

reviews

Festool – Dealer Partnerships

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

19.12.2011

Networks, etc.)

interactions

Social Marketing

SocialSales

Social Service

MarketInformation

CustomerPreferences

Market

Social SalesInsight

Innovation

Rapid Social

Service

Microblogging

Twitter

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)

Dell on Twitter

Dell‘s TwitterActivities

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

DellOutlet Deutschland Twitter as an Outletstore

DellOutlet China Twitter as an Outletstore

Festtool on Twittertwitter.com/festool

978 Follower

Stand 09.07.2012

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

Festtool on Twitter ausgewählte Follower

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

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Networks, etc.)

interactions

Social Marketing

SocialSales

Social Service

MarketInformation

CustomerPreferences

Market

Social SalesInsight

Innovation

Rapid Social

Sales Referal

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

Networks, etc.)

interactions

Social Marketing

SocialSales

Social Service

MarketInformation

CustomerPreferences

Market

Social SalesInsight

Innovation

Rapid Social

Sales Referal

Monitoring Twitter as a trend scout

Objective Identify future trends Identify brand + product issues

Target Marketing R&D

SM Strategy Twitter als Supportkanal

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

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

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

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

SMM Value Creation and KPIsTraditional Online Marketing

Page ImpressionsUnique VisitorsConversions

Social Media MarketingFoster DialogPromote AdvocacyFacilitate SupportSpur Innovation

19.12.2011

Social CRM

CRM 1.0 CRM 2.0

Establishing need

Experience

Sharing

impressio

Decision

Marketing Sales CustomerService

Support processes

Operation processesValue

Expansion

Targeting

Retention

Acquisition

Expansion

Targeting

Retention

Acquisition

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.

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.

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

CRM 1.0

Eigenes Unternehmen

Konkurrenz Supplier / Partner

Kunde Kunde

KundeKunde

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.

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

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Networks, etc.)

interactions

Social Marketing

SocialSales

Social Service

MarketInformation

CustomerPreferences

Market

Social CRM functional architecture

19.12.2011Dr. Ute Hillmer, Better Reality MarketingMarketing Sales Service

Face to facePhone /SMS

E‐mailLetter

Website

BusinessPartner

Traditionalle Processes

Traditional Channel Interfaces

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

Corporate Social Content(Corporate Blogs, Forums, Branded / unbranded Social Networks, etc.)

Ext. Social Media Networks(Facebook, MySpace, Twitter,

Linkedin, etc.)

Based on Cipriani 2009

Social SalesInsight

Innovation

Rapid Social

Sales Referal

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?

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