Social Marketing Lecture: Some basics you must understand

8.12.2014 Dr. Ute Hillmer

Understand,

Engage,

EmbraceYour Customers

Dr. Ute Hillmer

Better Reality Marketing

Stuttgart, 8.12.2014


See it !

Hear it !

Say it !

Do it !


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.


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


What’s Ute’s

STORY?I am in business to change

the lives of my technology

clients by giving purpose to

their work!


and turn their customers into raving fans!


To take the most

out of this lecture

… be in

STATE!


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!


WHO are

YOU?


Has Marketing

Communication

Changed?


How did you buy yesterday?

How do you buy today?

How will you buy tomorrow?


How did the typical

Decision Making Process

look like?


Der Kundendialog gestern 1:1

Kundenbesuche

Telefonate

Gespräche

eMail

Geschäftsessen

Post

Messen

…


Der mediale Kundendialog gestern

Kundenkommunikation hat sich emanzipiert von der

Einweg-Kommunikation …

8.12.2014 Dr. Ute HillmerBildquelle; Quirkyscience.com


Der Kundendialog heute ist mehr

…hin zur Zweiweg-Kommunikation …


Neue Medien

Kunden sprechen über Erfahrungen,

Bedürfnisse, Vorlieben und Interessen

online.


The Power of Recommendations:

„I‘ll Have What She is Having“


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

• …


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


Who must go with the

change?


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


The Nerd is Online


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


The B2B buyers are no shoppers,

they are researchers!

37% of B2B

Buyers use

Social to help

them make

purchasing

decissions

(IDC)


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


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


Customers + Web 2.0 Technologies


Social Media: Who is there? (Wave 7 Data)

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How Effective ist Social Media?

Source: B2B Content Marketing report 2012; Content Marketing Institute and MarketingProfs


If you think…

your Company does not have to be Online,

Think again…


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


Dell Hell


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


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”


The

to get started


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!!


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!


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


How to get started with Digital Marketing 4. don’t get confused, think of Customer Touch Points

instead…

Source: Wave 7


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


Supplemented by a Digital Architecture

WEB-

SITE

Micro-

Site

Online-

PR

ONLINE-PR

PUSH/PULL

Source: Storymaker

News-

letter



WEB-

SITE

Micro-

Site

Online-

PR

ONLINEPR

PUSH/PULL

Source: Storymaker

News-

letter

Communication Channel Corporate Hosting

Cu

sto

me

r


… and Increasingly Mobile

Source: Mashable August 05, 2013


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


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


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


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.


Recap

The Basics to get started

• What was most important?

• What was new?

• What is unclear?


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


but


on


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


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


The

Digital

Toolbox


The Social Media Toolbox

Slide by Solis + Thomas

Choose your channels wisely!


The Corporate Website: „Center Stage“






The Corporate Website:

Center Stage +Aggregation Point


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.


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


The Corporate Blog

the “Sun of the Solar Content System”

http://www.youtube.com/watch_popup?v=NN2I1pWXjXI&pop_ads=null

http://www.youtube.com/watch_popup?v=NN2I1pWXjXI&pop_ads=null


The Corporate Blog

blog.daimler.de


Direct2Dell Blog


TechCenter Blog, Chat, Community


Dell Shares Investor Relations


The Corporate Blog

Employees as Experts

http://www.sahnestueckchen.me/

http://www.sahnestueckchen.me/


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


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

http://www-05.ibm.com/de/blueblog/

http://www-05.ibm.com/de/blueblog/


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.

http://www.youtube.com/watch_popup?v=6a_KF7TYKVc

http://www.youtube.com/watch_popup?v=6a_KF7TYKVc


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

http://www.youtube.com/watch_popup?v=Htyt7yu0NKU


How Social Networks work

Think of Social Networks as 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)

http://www.facebook.com/dell

http://www.facebook.com/dell


Dell on Facebook Ratings


Dell on Google +


Dell on Google + Hangouts


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

http://www.facebook.com/festool.de


Festools: Brandscouts


Dialog MarketingFrage: Würdet Ihr Eure Festool Werkzeuge anderen

Personen ausleihen?


Dialog Marketing

Anwendungsberatung


Dialog Marketing

Complains


Dialog MarketingProduct Comparison

28 Kommentare später …


Service-Communication

Dialog Marketing


Stolz

Dialog Marketing


Festool on Facebook Entwicklung

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Entwicklung Facebook Fans

curtsey of Klaus Danner, Manager Customer Communications


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


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

http://www.youtube.com/watch_popup?v=-dnL00TdmLY

http://www.youtube.com/watch_popup?v=-dnL00TdmLY



WEB-

SITE

Micro-

Site

Online-

PR

ONLINEPR

PUSH/PULL

Source: Storymaker

News-

letter

Communication Channel Corporate Hosting


Festtool on Youtube


Festool on Youtube Entwicklung

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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


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


Dell Design Studio Mass Individualisation

Objective

mass

customization

brand recognition

Target

individualistic

customers +

prospects

SM Strategie

online offer


Open Innovation through Social Media


Turning the R&D Processes Upside Down!

R&D

Market Demand: Product Lifecycle

outbound Marketing

inbound Marketing

Cash flow over time


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


Microblogging

http://www.youtube.com/watch_popup?v=ddO9idmax0o&pop_ads=null



Twitter

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)


Dell on Twitter


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


DellOutlet Deutschland Twitter as an Outletstore


DellOutlet China Twitter as an Outletstore


Werkzeuge für höchste AnsprücheFestool on Twitter



Werkzeuge für höchste AnsprücheFestool on Twitter twitter.com/festool

978 Follower

Stand 09.07.2012



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


http://twitter.com/festool


Tools for the toughest demandsFesttool 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




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


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


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


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


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


Recap Social Media Toolbox

• What was most important?

• What was new?

• What is unclear?


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


Education

Social Marketing Lecture: Some basics you must understand