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8.12.2014 Dr. Ute Hillmer
Understand,
Engage,
EmbraceYour Customers
Dr. Ute Hillmer
Better Reality Marketing
Stuttgart, 8.12.2014
8.12.2014 Dr. Ute Hillmer
WHO is Dr. Ute
Hillmer? an expert in positioning and promoting technology
products, with a carving for innovative products that
are not self-explaining.
With such products, human behavior is often outside the
boundaries of rationality -despite its economic context.
Buying behavior is here typically a result of social, cognitive
and emotional factors, along with the economic ones.
8.12.2014 Dr. Ute Hillmer
What did Ute do?
• 27 years of international marketing (HP, CoCreate, MFG Innovation
Agency State of BW, Better Reality Marketing)
• Dissertation in business administration, behavioral economics in
technology marketing: Technology Acceptance in Mechatronics
• Worldwide company and product communication;
mainly 3 continents (America, Europe, Asia)
• Product-, program-, channel-, partner marketing, marketing
communication, 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
8.12.2014 Dr. Ute Hillmer
What’s Ute’s
STORY?I am in business to change
the lives of my technology
clients by giving purpose to
their work!
8.12.2014 Dr. Ute Hillmer
Agenda
Pre-frame
Who is Who?
The Larger Context
Why has Marketing changed?
Who must go with the change?
The Basics
Get started with Digital Marketing
Customer Touch Points
Work Session 1
The Digital Toolbox
…too long to list …
Work Session 2
Content
Segment to Bond!
8.12.2014 Dr. Ute Hillmer
How did you buy yesterday?
How do you buy today?
How will you buy tomorrow?
8.12.2014 Dr. Ute Hillmer
Der Kundendialog gestern 1:1
Kundenbesuche
Telefonate
Gespräche
Geschäftsessen
Post
Messen
…
8.12.2014 Dr. Ute Hillmer
Der mediale Kundendialog gestern
Kundenkommunikation hat sich emanzipiert von der
Einweg-Kommunikation …
8.12.2014 Dr. Ute Hillmer
Neue Medien
Kunden sprechen über Erfahrungen,
Bedürfnisse, Vorlieben und Interessen
online.
8.12.2014 Dr. Ute Hillmer
Change Engines on a Meta Level
Technological Development
• Digitalization
• Network Technologies
• Converging media
• Storage Technologies
• Mobile Technologies
Social Development
• The mature human – the mature customer
• Self-confidence
• Participation
• Self-determination
• Individualization
• Visualization tech.
• Social Media
• Digital distribution
• Intelligent automation
• …
8.12.2014 Dr. Ute Hillmer
From Product - to Customer-Focus
Product
Price
Place
Promotion
Customer Needs
Customer Cost
Convenience / Access
Communication
McCarthy: Basic Marketing: A managerial approach, 1960
Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993
8.12.2014 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
The Web 2.0 Generation is Online
8.12.2014 Dr. Ute Hillmer
B2B Decision Makers might not be online
– but their assistants will
• Digital Marketing is impacting
how B2B decisions are being
made.
– Background research
– Learning + Expertise
– Search results impact
8.12.2014 Dr. Ute Hillmer
The B2B buyers are no shoppers,
they are researchers!
37% of B2B
Buyers use
Social to help
them make
purchasing
decissions
(IDC)
8.12.2014 Dr. Ute Hillmer
Social Media and the Buying ProcessPost-sales
user-experience reports
support + help
complains, learning, upgrading
Sales
looking for the best deal
Decision Making
learning about the topic,
selecting and weighting evaluation criteria
evaluating options,
Pre-sales
looking for information
8.12.2014 Dr. Ute Hillmer
Decision Making Process – in the Digital Age
Initial
Consideration
Trigger
aktive
evaluation
Moment of
Purchasepost-purchase
experience
consumers add or
subtract Brands
Ambassador
loyaliy loop
aktive
evaluation
Consumer Decision Journey as suggested by Edelman 2010, p.65
8.12.2014 Dr. Ute Hillmer
Social Media: Who is there? (Wave 7 Data)
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8.12.2014 Dr. Ute Hillmer
How Effective ist Social Media?
Source: B2B Content Marketing report 2012; Content Marketing Institute and MarketingProfs
8.12.2014 Dr. Ute Hillmer
The Dell Hell Case Lesson
People talk about your company - with or without you
… don’t you want to steer the direction best you can?
Dell Hell: starting point in 2005
8.12.2014 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
8.12.2014 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”
8.12.2014 Dr. Ute Hillmer
How to get started with Digital Marketing1. Stay 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!!
8.12.2014 Dr. Ute Hillmer
How to get started with Digital Marketing?
2. What 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!
8.12.2014 Dr. Ute Hillmer
How to get started with Digital Marketing
3. 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
8.12.2014 Dr. Ute Hillmer
How to get started with Digital Marketing 4. don’t get confused, think of Customer Touch Points
instead…
Source: Wave 7
8.12.2014 Dr. Ute Hillmer
Classic Touchpoints
Journals and Magazines
Bill board advertisement
Trade shows
Offline- Word of Mouth
Often individually
pushed, seldom
orchestrated
Sales-team and Partners
Source: Storymaker
8.12.2014 Dr. Ute Hillmer
Supplemented by a Digital Architecture
WEB-
SITE
Micro-
Site
Online-
PR
ONLINE-PR
PUSH/PULL
Source: Storymaker
News-
letter
8.12.2014 Dr. Ute Hillmer
Supplemented by a Digital Architecture
WEB-
SITE
Micro-
Site
Online-
PR
ONLINEPR
PUSH/PULL
Source: Storymaker
News-
letter
Communication Channel Corporate Hosting
Cu
sto
me
r
8.12.2014 Dr. Ute Hillmer
Digital Touchpoints
XING & LINKEDIN
• Business Networks
• geschäftliche Kontakte
• Inhalte mit Geschäftspartnern teilen
• Unternehmens-sichtbarkeit auf persönlicher Ebene
• Mitarbeiter als Unternehmens-botschafter
TWITTERFACEBOOKGOOGLE
• 200 Mio. aktive Nutzer
• 2,5 Mio. in D
• 200 Follower/Nutzer
• Wichtigster Microblogging-Dienst
• Multiplikations-freudige Nutzer
• Ideal für Inhaltsteaser
• Themenmonitoring!
• > 1 Mrd. Nutzer
• > 25 Mio. in D
• Wichtigstes soziales Netzwerk
• Firmenaccounts Fanpages
• Sehr visuell geprägt
• Starke Multiplikationseffekte erhöhen Sichtbarkeit
• Größte Suchmaschine
• 97% Marktanteil in Deutschland
• 50 Mio. Personen suchen jeden Monat in Deutschland
• Wer bei Google nicht gefunden wird, existiert im Web nicht
Source: Storymaker
8.12.2014 Dr. Ute Hillmer
Digital Touchpoints
YOUTUBE FLICKR
• 4 Mrd. Stunden Videomaterial pro Monat
• zweitgrößte Such-maschine
• gehört zu Google
• wirkt sich positiv auf die Auffindbarkeit in der Suche aus
• „YouTube für Fotos“
• 5 Mrd. Fotos, zus. 3 Mio. pro Tag
• eigene Kanäle, Gruppen und Fotosets
• Flickr-Alben auf Websites und Blog einbinden
• praktisches Einbinden bei Twitter
• zentraler Ort für Bildcontent
• „YouTube für Slides“
• Sichtbarkeit für Präsentationen erhöhen
• leicht einbettbar
• positiv für SEO
SLIDESHARE
Source: Storymaker
8.12.2014 Dr. Ute Hillmer
Digital Touchpoints
PINTEREST BLOG
• längere Texte
• multimedial anreichern
• dynamischer als Websites
• Kommentarsystem
• leicht anpassbar
• 70 Mio. Nutzer
• ca. 0,5 Mio. in D
• stark wachsend
• Bilder aus dem Web auf themenorientierte Pinnwände pinnen
• Pins beinhalten Backlink auf Quellseite
• „YouTube für Print“
• erhöht Sichtbarkeit für Broschüren etc.
• durchblätterbar
• leicht einbettbar
• positiv für SEO
ISSUU
Source: Storymaker
8.12.2014 Dr. Ute Hillmer
Digital Marketing
“The Cluetrain Manifesto (2001)”
95 Theses Excerpt
1. 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.
8.12.2014 Dr. Ute Hillmer
Recap
The Basics to get started
• What was most important?
• What was new?
• What is unclear?
8.12.2014 Dr. Ute Hillmer
Now Comming
#1 Get your hands dirty
#2 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
8.12.2014 Dr. Ute Hillmer
Hands on Exploitation (Team Size about 5-6)
Investigate the digital marketing activities of one of the following companies:• Datev
• Festools.de
• Dell.com
• Krones.de
• Zeiss Camera Lenses
• Salesforce.com
• Mymuesli.com (Online Composition and Retail)
• Litago.no (Customer Experience)
• Bosch (one division only)
• Mercedes Trucks
• IBM.com
• Your own
8.12.2014 Dr. Ute Hillmer
Hands on Exploitation (Team Size about 4)
In what channels are they present and what do they do there? (Quick Summary, show us a few highlights)
Why do you think they selected these channels?
Do they link Channels?
We’ll discuss digital media while you present
Take notes, prepare a presentation,
you have 60 min
8.12.2014 Dr. Ute Hillmer
The Social Media Toolbox
Slide by Solis + Thomas
Choose your channels wisely!
8.12.2014 Dr. Ute Hillmer
The Corporate Website
• Company controls the content and the design
• Company 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.
8.12.2014 Dr. Ute Hillmer
The Corporate Website
• Company 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
8.12.2014 Dr. Ute Hillmer
The Corporate Blog
the “Sun of the Solar Content System”
8.12.2014 Dr. Ute Hillmer
The Corporate Blog
Employees as Experts
8.12.2014 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
8.12.2014 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
8.12.2014 Dr. Ute Hillmer
The Corporate Blog
Make 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
8.12.2014 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.
8.12.2014 Dr. Ute Hillmer
Built and Maintain Networks
Followers
Individuals, professionals and companies look for suitable
networks and clusters
Within a network, they look for suitable groups and joint them
8.12.2014 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…
8.12.2014 Dr. Ute Hillmer
How Social Networks work 3
Friends are easily found,
one links up, meets, networks, …
and own expertise distributes …
8.12.2014 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)
8.12.2014 Dr. Ute Hillmer
Festool on Facebook• 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
8.12.2014 Dr. Ute Hillmer
Dialog MarketingFrage: Würdet Ihr Eure Festool Werkzeuge anderen
Personen ausleihen?
8.12.2014 Dr. Ute Hillmer
Festool on Facebook Entwicklung
Mrz
10
Ap
r 1
0
Mai
10
Jun
10
Jul 1
0
Au
g 1
0
Sep
10
Okt
10
No
v 1
0
De
z 1
0
Jan
11
Feb
11
Mrz
11
Ap
r 1
1
Mai
11
Jun
11
Jul 1
1
Au
g 1
1
Sep
11
Okt
11
No
v 1
1
De
z 1
1
Jan
12
Feb
12
Mrz
12
Ap
r 1
2
Mai
12
Jun
12
Entwicklung Facebook Fans
curtsey of Klaus Danner, Manager Customer Communications
8.12.2014 Dr. Ute Hillmer
Social Networks
• Direct customer communication
• Largest social Network
• Many forms of interaction
• Entertainment
• Full display of many mediaformats (pictures, movies, games, ...)
• Cool ideas result in huge reach
• Personal reputationmanagement
• Facebook statistics
• Efficient marketing tool
• Gives companies “a face”
or “faces”
• Connectable with twitter,
Google+, linkedin…
• Mobile app
• Location updates
• Many apps enlarge
functionality
8.12.2014 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
8.12.2014 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
8.12.2014 Dr. Ute Hillmer
Content Sharing Platforms
• Online Communities for archiving and sharing
content such as:
– Photographs and images
– Videos
– Audios
– Presentations
8.12.2014 Dr. Ute Hillmer
Supplemented by a Digital Architecture
WEB-
SITE
Micro-
Site
Online-
PR
ONLINEPR
PUSH/PULL
Source: Storymaker
News-
letter
Communication Channel Corporate Hosting
8.12.2014 Dr. Ute Hillmer
Festool on Youtube Entwicklung
Mrz
10
Ap
r 1
0
Mai
10
Jun
10
Jul 1
0
Au
g 1
0
Sep
10
Okt
10
No
v 1
0
De
z 1
0
Jan
11
Feb
11
Mrz
11
Ap
r 1
1
Mai
11
Jun
11
Jul 1
1
Au
g 1
1
Sep
11
Okt
11
No
v 1
1
De
z 1
1
Jan
12
Feb
12
Mrz
12
Ap
r 1
2
Mai
12
Jun
12
Youtube - Views pro Tag
curtsey of Klaus Danner, Manager Customer Communications
8.12.2014 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
8.12.2014 Dr. Ute Hillmer
IdeaStorm Open Innovation Platform
Objective Collect product ideas, and
Product solution ideas fromcustomers
Custoner insight ranked byurgency
Target customer
prospect
SM Strategy Engagement + learning
Results (7/11)
15.000 ideas
>900.000 votes
500 ideas implemented
19.12.2011
marketing
R&D
8.12.2014 Dr. Ute Hillmer
Dell Design Studio Mass Individualisation
Objective
mass
customization
brand recognition
Target
individualistic
customers +
prospects
SM Strategie
online offer
8.12.2014 Dr. Ute Hillmer
Turning the R&D Processes Upside Down!
R&D
Market Demand: Product Lifecycle
outbound Marketing
inbound Marketing
Cash flow over time
8.12.2014 Dr. Ute Hillmer
Dell Shop eCommercewith Social Content
Objective sales
Change brand
perception
Target customers
prospects
SM Strategie eShop with
rankings +
reviews
8.12.2014 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
8.12.2014 Dr. Ute Hillmer
Microblogging
8.12.2014 Dr. Ute Hillmer
Microblogging is a form of blogging that allows
users to send brief text updates (or micromedia
such 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)
8.12.2014 Dr. Ute Hillmer
DellOutlet Twitter as an Outletstore
Objective selling
change brandrecognition
Target customers
prospects
SM Strategy Twitter as a sales
plattform
Results June 2009: $6,5 M
revenue
8.12.2014 Dr. Ute Hillmer
Werkzeuge für höchste AnsprücheFestool on Twitter
curtsey of Klaus Danner, Manager Customer Communications
8.12.2014 Dr. Ute Hillmer
Werkzeuge für höchste AnsprücheFestool on Twitter twitter.com/festool
978 Follower
Stand 09.07.2012
curtsey of Klaus Danner, Manager Customer Communications
8.12.2014 Dr. Ute Hillmer
Werkzeuge für höchste AnsprücheFesttool 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
8.12.2014 Dr. Ute Hillmer
Tools for the toughest demandsFesttool on Twitter ausgewählte Follower
curtsey of Klaus Danner, Manager Customer Communications
8.12.2014 Dr. Ute Hillmer
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
8.12.2014 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
8.12.2014 Dr. Ute Hillmer
Social Media Monitoring
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
19.12.2011
8.12.2014 Dr. Ute Hillmer
Why Social Media Monitoring? Customer Service and Support, CRM
Identify and address core customer needs
Sales advice
Setup / integration support
Runtime support
Customers help customers
Identify and bond with advocates
Identify and utilize star experts
Reduce support cost19.12.2011
8.12.2014 Dr. Ute Hillmer
Social Media MonitoringIssue 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
8.12.2014 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
Check out:
Google Analytics, Klout Score;
Hotsuite
8.12.2014 Dr. Ute Hillmer
Recap Social Media Toolbox
• What was most important?
• What was new?
• What is unclear?
8.12.2014 Dr. Ute Hillmer
Hands on 2 (Team Size 4)
Look at our investigated Corporation again.
After 60 minutes, present in 10 minutes:
• What digital channels they use
• What do they hope to achieve? Why do they use them?
• What do you think they do exceptionally well?
• What would you improve?
You have 60 min,
we want a mini presentation in any format you choose
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