This document outlines the content of a marketing lecture given by Dr. Ute Hillmer on social media marketing. The lecture covers understanding customer engagement through social media, the basics of social media marketing, content marketing for B2B companies, and various social media tools. It also discusses cases, social media marketing in practice, and why engaging with customers through social media is important for companies.
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Understand, Embage and Engage with Your Customer Through Social Media
1. New Marketing
Understand, Embrace
and Engage with
Your Customer
Dr. Ute Hillmer, Better Reality Marketing
Reutlingen, 12.6.2012
12.6.2012 Dr. Ute Hillmer
2. Content of the SM Marketing Lecture
1. Why engaging with the customer?
2. The Social Media Marketing Basics
3. Content Marketing for B2B
4. The SM Toolbox
Corporate Website Crowd Sourcing
Corporate Blog Online Shops
Social Networks Microblogging
Content Sharing Platforms Social CRM
5. Cases
6. Social Media Marketing in Practice
12.6.2012 Dr. Ute Hillmer
3. Engaging with the
Customer
“Do I have to do this?”
12.6.2012 Dr. Ute Hillmer
4. Why is Marketing Changing?
Do I have to be in the Web 2.0, in
Social Media as a Company?
Do I really have to be there as a
B2B Company?
12.6.2012 Dr. Ute Hillmer
6. Why is Marketing
Changing?
Because buyer behaviour
is changing significantly!
12.6.2012 Dr. Ute Hillmer
7. How did you buy yesterday?
How do you buy today?
How will you buy tomorrow?
12.6.2012 Dr. Ute Hillmer
8. The Power of Recommendations:
„I‘ll Have What She is Having“
12.6.2012 Dr. Ute Hillmer
9. Change Engines on the Meta Level
Technological Development
• Digitalization • Visualisation tech.
• Network technologies • Social Media
• Converging media • Digital distribution
• Storage technologies • Intellig. automation
• …
Social Development
The mature human – the mature customer
• Selfconfidence
• Participation
• Self-determination
• Individualisation
12.6.2012 Dr. Ute Hillmer
12. From Product- to Customerfocus
Product Customer Needs
Price Customer Cost
Place Convenience / Access
Promotion Communication
McCarthy: Basic Marketing: A managerial approach, 1960
Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993
12.6.2012 Dr. Ute Hillmer
13. Social Media –
“Do I really have to
be there as a
Company? “
12.6.2012 Dr. Ute Hillmer
14. It‘s not only the web 2.0 generation that is
Warum sind Sie in Sozialen Netzen
online
(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
12.6.2012 Dr. Ute Hillmer Source: Social Media Around the World 2011, InSites Consulting
16. 12.6.2012 Dr. Ute Hillmer
Social Media: Does it Pay Off? 1
http://www.experian.com/simmons‐
research/register‐2011‐social‐media‐consumer‐
trend‐report.html
17. 12.6.2012 Dr. Ute Hillmer
Social Media: Does it Pay Off? 2
http://www.experian.com/simmons‐
research/register‐2011‐social‐media‐consumer‐
trend‐report.html
19. 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
12.6.2012 Dr. Ute Hillmer
21. 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
12.6.2012 Dr. Ute Hillmer
22. 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”
12.6.2012 Dr. Ute Hillmer
26. How Social Media matters to B2B
• 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
12.6.2012 Dr. Ute Hillmer
27. Social Media and the Buying Process
Post-sales
user-exp. reports
support+help
complains
learning
upgrading
Sales
looking for the best deal
Pre-sales
looking for information
12.6.2012 Dr. Ute Hillmer
29. Customer Centric Business Model
Marketing
Product/Service
Customer
Dr. Ute Hillmer, Better Reality Marketing 2005.
T. Hannagan, Management: Concepts & Practices,
12.6.2012 Dr. Ute Hillmer 19.12.2011
30. Development Steps in Marketing
(Meffert, 2008 S. 8)
Inhaltlicher Fokus
des Marketings
Netzwerk‐
orientierung Netzwerke
Umwelt‐
orientierung Umwelt
Wettbewerbs‐ Wett‐
orientierung bewerber
Handels‐
Handel
orientierung
Verbraucher‐ Ver‐
orientierung braucher
Distributions‐
Unter‐
orientierung
nehmung
Anspruchs‐ 1950‘er 1960‘er 1970‘er 1980‘er 1990‘er
spektrum des Zeit
2000‘er
Marketings
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
31. Konvergenz des Mediensystems (Gläser 2010, S. 274)
Traditionelle Trägermedien Traditionelle Übertragungsmedien Universalmedium
Form der Text/ Bild Ton AV Ton AV Sprache Daten Multi‐ Text/Bild/Ton/
Kommunikation Sprache/AV/
media Daten/Multimedia
Medium Film/ Fern‐ Telefon ‐ Daten ‐ Online ‐ Universalmedium
Buch Presse Audio Video Hörfunk sehen dienste dienste dienste
Produktions‐ Verlag Verlag Verlag Verlag Sender Sender Dienst ‐ Dienst ‐ Dienst ‐ Universalmedium‐
unternehmen leister leister leister unternehmen
Distribution:
Terrestrische Breitbandkabel Internet Satellit Telefonnetz
Konvergente
Sender Mobilfunk
Datennetze
Radio, TV, Pay‐per‐channel/view, Video‐on‐demand, Audio‐/Video‐Streaming, Internetdienst, Teleshopping,E‐Mail
Konsum:
konvergente Fernsehgerät PC Handy Print
Konsumgüter
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
32. „Push“ Communication
Agency Media Fulfillment
Unique Products / Offers
Marketer Customer /
Messages and Incentives
Prospect
D. Schultz etDr. Ute Hillmer Customer-Brand Relationships , 2009, p. 5
12.6.2012 al., Building
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
33. „Pull“ Communication
Web Search
Employees/Recommenders/Distributers/Influencers
Agency Media Fulfillment
Competitors
Unique Products / Offers Competitors
Marketer Customer/
Messages and Incentives
Competitors
Prospect
Competitors
Word‐of‐Mouth New Forms of Media
D. Schultz etDr. Ute Hillmer Customer-Brand Relationships , 2009, p. 6
12.6.2012 al., Building
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
34. 360° integrated Marketing Communication (Don
Schulz 2009)
Botschaft
360°
Marketing‐
Kommunikation
Kunde/ Media
Community
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
35. Changes in Marketing:
The Marketing Funnel
• Is the funnel still there?
Attention
Interest
Preference
Action
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
36. 360° Medienmanagement
Integriertes Markenkommunikationsmodell (Don
Schulz 2009)
Botschaft
Kunde Media
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
37. Product positioning process
• Generally, the product positioning process involves:
• Defining the market in which the product or brand will compete (who the
relevant buyers are)
• Identifying the attributes (also called dimensions) that define the product
'space'
• Collecting information from a sample of customers about their perceptions of
each product on the relevant attributes
• Determine each product's share of mind
• Determine each product's current location in the product space
• Determine the target market's preferred combination of attributes (referred to
as an ideal vector)
• Examine the fit between:
– The position of your product
– The position of the ideal vector
12.6.2012 Dr. Ute Hillmer
38. Positioning concepts
• More generally, there are three types of positioning concepts:
• Functional positions
– Solve problems
– Provide benefits to customers
– Get favorable perception by investors (stock profile) and lenders
• Symbolic positions
– Self-image enhancement
– Ego identification
– Belongingness and social meaningfulness
– Affective fulfillment
• Experiential positions
– Provide sensory stimulation
– Provide cognitive stimulation
12.6.2012 Dr. Ute Hillmer
39. Social Media
Basics
What do I have to know and
understand to get started?
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
40. How to get started
1. Stay focused on your objective
• Define marketing goal
• Define target markets
• Which channel, which
medium, which platform will
help me reach my target?
Be where your
customers are!!
12.6.2012 Dr. Ute Hillmer
41. How to get started
2. What do you intent to achieve?
• Win additional customers • Increase communication with
• Gain a new customer base customers
• Increase sales • Increase website traffic
• Increase awareness • Increase image
• Enter new markets • Change image
• Increase online reputation
As with traditional marketing:
set yourself realistic goals!
12.6.2012 Dr. Ute Hillmer
42. How to get started
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
12.6.2012 Dr. Ute Hillmer
43. “Spend a Day in your
Customers Media Mix”
“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 #2
12.6.2012 Dr. Ute Hillmer
45. How to get started
5. Set Strategy + Processes
Ask yourself
• Where are my customers => What • Which social networks will be
product(s) are suitable for social suitable?
networks? • What reactions should I be
• How do I position these products? prepared to get?
• Does my CI and brand fit the online • How will I react to negative
community? feedback from blogs, etc.?
• How do I communicate online (tone • Do I communicate centralized
and stile)? or distributed?
You have no glue?
Then have a look how your competitors do it!
12.6.2012 Dr. Ute Hillmer
46. Social Media Marketing has an ever
growing Toolbox
– Search Engines – Podcasts
– Forums – YouTube
– Blogs – Price Search Engines
– Interest Groups – Rating Sites
– Portals – Picture Galleries
– Social Networks – …
(Facebook, Twitter, Xing, LinkedIn,
Spotify, Pinterest…)
12.6.2012 Dr. Ute Hillmer
47. The Old Way:
eMarketing and eCommerce Tools
– eMail
– Portals
– Corporate Websites
– …
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
48. Social Media Marketing
Trad. Media vs. Social Media
Shouting vs. Sharing
→ additional Marketing Chanel(s)
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
49. Consequences of Social Media Marketing
for the Product Range “The Long Tail”
•
12.6.2012 Dr. Ute Hillmer
Chris Anderson: The Long Tail, 2006.
50. Consequences of Social Media Marketing
for the Customer
“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.
12.6.2012 Dr. Ute Hillmer
51. Consequences of Social Media Marketing
for the Customer
“The Cluetrain Manifesto (2001)”
• “These networked conversations are enabling powerful new forms
of social organization and knowledge exchange to emerge.
• As a result, markets are getting smarter, more informed, more
organized. Participation in a networked market changes people
fundamentally.
• People in networked markets have figured out that they get far
better information and support from one another than from
vendors. So much for corporate rhetoric about adding value to
commoditized products.”
Levine , Locke, Searls ,Weinberger:
The Cluetrain Manifesto: The End of Business as Usual, 2001.
12.6.2012 Dr. Ute Hillmer
52. 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
12.6.2012 Dr. Ute Hillmer
53. 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?
12.6.2012 Dr. Ute Hillmer
55. Content marketing equips
buyers with the knowledge to
Content Marketing better-informed
make
decisions.
The thinking behind it:
Central to content marketing is the belief that if businesses
deliver consistent, helpful information to buyers at the right
time, then prospects will ultimately reward the company with
their purchase and loyalty.
12.6.2012 Dr. Ute Hillmer
56. What is Content Marketing?
Content is the reason
people go to your site
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
57. Give your customers the content they
want…
…not what YOU think they need!
Picture Dan Zarella
12.6.2012 Dr. Ute Hillmer
58. Why is Content Marketing important?
Average person is exposed to
5.000 ads / offers per day
Buyers have tuned out marketing
12.6.2012 Dr. Ute Hillmer
59. Think of an Art Gallery
Where is the Art?
12.6.2012 Dr. Ute Hillmer
60. People come to see art,
not empty frames or empty walls
Content is the reason
people go to your site
12.6.2012 Dr. Ute Hillmer
61. Content Marketing Fundamentals 1
Shift thinking from marketer to publisher
1. Define a critical group of buyers
2. Determine what info prospects really need
3. Determine how prospects want to receive info
4. Deliver info for maximum impact on goals
5. Measure and recalibrate
12.6.2012 Dr. Ute Hillmer
66. Content Marketing im B2B
• Companies don‘t have conversations, PEOPLE have!
• B2B is usually about niche problem solving – problems
are best solved in teams with many different experts
contributing “niche”
CONVERSATIONS
• Problem solving requires trust RELATIONSHIPS
• 1:1 Marketing was a buzzword of B2B n:n
12.6.2012 Dr. Ute Hillmer
67. Content Marketing im B2B
• PEOPLE
• niche CONVERSATIONS
• RELATIONSHIPS
• n:n
→ Social Media Chanels
12.6.2012 Dr. Ute Hillmer
68. New Technologies in B2B Markets
thus we have to
change how we
do things...
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
69. Behavioural Economics
• Behavioral economics and the related field, behavioral
finance, study the effects of social, cognitive and emotional
factors on the economic decisions of individuals and
institutions and the consequences for market prices, returns
and the resource allocation. The fields are primarily
concerned with the bounds of rationality of economic agents.
Behavioral models typically integrate insights from
psychology with neo-classical economic theory. In so doing
they cover a range of concepts, methods, and fields.[1]
• Behavioral analysts are not only concerned with the effects of
market decisions but also with public choice, which describes
another source of economic decisions with related biases
towards promoting self-interest. 1
12.6.2012 Dr. Ute Hillmer
70. An Idealized Technology Product Lifecycle
Marketsize
Innovators Early Early Late Time
Laggards
2,5% Adopters Majority Majority 16%
13,5% 34% 34%
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
Moore; Crossing the Chasm
71. An Idealized Technology Product Lifecycle
Marketsize
Innovators Early Early Late Time
Laggards
2,5% Adopters Majority Majority 16%
13,5% 34% 34%
12.6.2012 Dr. Ute Hillmer
Moore; Crossing the Chasm
72. Adopter Categorization on the Basis of
Innovativeness
Pragmatists:
Stick with the herd!
Marketsize
Conservatives:
Hold on!
Visionaries: Skeptics:
Techies:Get ahead! No way!
Try it!
Time
Innovators Early Early Late Laggards
Adopters Majority Majority
12.6.2012 Dr. Ute Hillmer
Moore; Crossing the Chasm
73. Mainstream Behaviour
number of adoptions
Noncumulative
Increasingly
conforming behaviour
Innovators Early Early Late Laggards Time
Adopters Majority Majority
Hillmer, Technology Acceptance in Mechatronics, 2009.
12.6.2012 Dr. Ute Hillmer
74. Individualistic Behaviour
number of adoptions
Noncumulative
Increasingly
individualistic
behaviour
Innovators Early Early Late Laggards Time
Adopters Majority Majority
Chart based on Rogers 1995, p. 262 and Moore 1999, p. 12
12.6.2012 Dr. Ute Hillmer
76. Σ Content Marketing
„Once upon a time…“
12.6.2012 Dr. Ute Hillmer
77. Best and Worse Practice
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
78. Trust building with Pragmatic Innovation
Customers
„Concentrate a overwhelming power on a small,
focused target market segment“
FOCUS
Customer
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
79. Focus
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
80. Trustbuilding with
Pragmatic Technology Customers
• Be familiar with the worldview, processes and the
issues that worry your customer segment
Customer Insight
Relative
advantage
compatibility References
trialability Peer communities
observability
Vender neutral
less complexity technology information
12.6.2012 Dr. Ute Hillmer
82. Krones AG einer der führenden Hersteller von Maschinen und
Anlagen für die Prozess‐, Abfüll‐und Verpackungstechnik.
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
83. Krones Ziele im Web
Entscheider ansprechen (insbesondere zukünftige)
Zielsegmente ansprechen: z.B.
Maschinenbediener, Weinblogger
Recruting neuerTwitter
Facebook Mitarbeiter Xing Youtube
Identifikation der Mitarbeiter mit dem Unternehmen
stärken
C. Schmidt, Social Media Officer, Krones AG, 2010
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
85. Membership Development Stages
Hagel, Armstrong: Net Gain; McKinsey 97
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
86. Im Dialog mit Anwendern
• Facebook „Krones Academy“
Facebook im Doppelpack: Krones und Krones Akademie ca. 2000 Fans
Recruiting , Mitarbeiter und Kundenbindung
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
87. Im Dialog mit heutigen und zukünftigen
Entscheidern - zielgruppenspeziefisch
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
88. Im Dialog mit heutigen und zukünftigen
Entscheidern - zielgruppenspeziefisch
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
89. Im Dialog mit heutigen und zukünftigen
Entscheidern - zielgruppenspeziefisch
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
90. Im Dialog mit heutigen und zukünftigen
Entscheidern
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
91. Im Dialog mit heutigen und zukünftigen
Entscheidern - zielgruppenspeziefisch
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
92. Im Dialog mit dem zukünftigen Mitarbeiter
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
93. Best Practice Innov. Marketing
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
94. Best Practice Innov. Marketing
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
95. Best Practice ‚Listening‘
Influencer Monitoring: Adobe with eCairn
• maps virtual
social
communities
(groups of
passionate
people experts
on a topic) and
ranks key
influencers
within a specific
community
12.6.2012 Dr. Ute Hillmer
97. Best Practice ‚Energizing‘
Spiceworks
• The Spiceworks Network is a community of over
1 million IT pros from small to medium Bs using
the Spiceworks IT management application in
190 countries.
• Most active
"SpiceHeads",
attracted 1,500
new IT
professionals
every day.
12.6.2012 Dr. Ute Hillmer
98. Best Practice ‚Spreading‘
Threatpost by Kaspersky
• Threatpost is a security news site.
• The editorial team for Threatpost created a site that includes both
original reporting and aggregation of the most important security
news stories.
• Threat post reached 208,000 page views, 90,000 unique visitors, and
200 monthly comments between November 2009 and June 2010.
There are 10,000 op-in subscribers to its newsletters in English,
Spanish, and Portuguese.
• Combined, Threatpost activities have captured over 1200 leads for
Kaspersky.
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
99. Best Practice ‚Supporting‘
IBM developerWorks
• IBM developerWorks is a free community and social network for 8 million
developers and IT professionals worldwide. It includes content and discussions on
open standards, open source, and IBM technical resources in English, Chinese,
Japanese, Russian, Korean, Vietnamese, Brazilian Portuguese, and Spanish. It
includes 30,000 articles, forums that attract 1 million visitors a month, 400,000
active profiles, 800 bloggers, and 450 wikis. IBM saves $100 million annually from
people who use this resource instead of contacting IBM support.
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
100. Mehr bei Forrester
• http://forrester.typepad.com/groundswell/2010/10/wi
nners-of-the-2010-forrester-groundswell-awards-
b2b.html
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
101. Some Not So Lucky Strickes
See Razorfishs presentation at:
http://www.slideshare.net/rlovinger/content-gone-wild
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
102. What is a Content Strategy?
Content Strategy plans for the creation, publication
and governance of useful, usable content.
Content strategy helps you understand not only what
content needs to be created and when it needs to be
published, but why. (Kristina
Halvorson)
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
103. Content Strategy at eBay
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
104. Let‘s learn from mistakes others made
Slides from Razorfish
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
105. Technology Marketing –
What role does
engegement and
dialog play? “
12.6.2012 Dr. Ute Hillmer
106. 1. technology product lifecycle or:
why focus??
2. diffusion of innovation
3. customer profile categories
4. 5 things to remember
5. summary
12.6.2012 Dr. Ute Hillmer
107. development phases of
a new business or service
Cash flow over time
Market
Demand:
Product
R&D
Lifecycle
R&D and
inbound Marketing
outbound Marketing
12.6.2012 Dr. Ute Hillmer
108. an idealized technology product lifecycle
Disruptive Innovation
Continuous Innovation
Market size
Innovators Early Early Late Time
Laggards
2,5% Adopters Majority Majority 16%
13,5% 34% 34%
Rogers Diffusion of Innovation 1995
12.6.2012 Dr. Ute Hillmer
109. diffusion of innovation varies…
Marketsize
Time
Marketsize
Marketsize
Time
Rogers DiffusionUte Hillmer
12.6.2012 Dr.
of Innovation 1995 Time
Moore; Crossing the Chasm 1999.
110. Why do certain
innovations diffuse much
faster than others?
Why do certain innovations
have a much longer
main street momentum?
12.6.2012 Dr. Ute Hillmer
111. new disruptive technology …
changes how
we do things
thus we have
to change how
we do things...
12.6.2012 Dr. Ute Hillmer
112. technology life cycle and its buyer
categories
Market size
Innovators Early Early Late Time
Laggards
2,5% Adopters Majority Majority 16%
13,5% 34% 34%
Chart based on Rogers 1995, p. 262 and Moore 1999, p. 12
12.6.2012 Dr. Ute Hillmer
113. technology life cycle and “the gap” or:
why you should focus
Market size
Innovators Early Early Late Time
Laggards
2,5% Adopters Majority Majority 16%
13,5% 34% 34%
Chart based on Moor 1999
12.6.2012 Dr. Ute Hillmer
114. mainstream behaviour
Marktgröße
Increasingly
conforming behaviour
Innovators Early Early Late Laggards Zeit
Adopters Majority Majority
Hillmer, Technology Acceptance in Mechatronics, 2009.
12.6.2012 Dr. Ute Hillmer
115. individualistic behaviour
Marktgröße
Increasingly
individualistic
behaviour
Innovators Early Early Late Laggards Zeit
Adopters Majority Majority
Hillmer, Technology Acceptance in Mechatronics, 2009.
12.6.2012 Dr. Ute Hillmer
119. an advantage for one
individual, a thread for
another !
12.6.2012 Dr. Ute Hillmer
120. - segment your customer
communication to accommodate
the differences!
12.6.2012 Dr. Ute Hillmer
121. when your technology dramatically
changes human behavior -
be prepared, …
12.6.2012 Dr. Ute Hillmer
122. the majority of the market might
hesitate to buy for a long time
but when the new way of doing
things gets accepted, everybody wants
it right away.
12.6.2012 Dr. Ute Hillmer
123. what you are familiar with, will be easier
accepted by the mainstream
– even if the link is more than vague!
12.6.2012 Dr. Ute Hillmer
124. Intel, mobile devices and 野比 のび太
野比 のび太
Nobita Nori of the
Doraemon Manga with
his dōgu “doko demo
door“, the “go-anywhere
door“ that opens up to
any place the user
wishes and imagines.
12.6.2012 Dr. Ute Hillmer
125. search for local familiarities
and wrap it in a story
What you are familiar with, will be easier
accepted by the mainstream – even if the link is
more than vague!
12.6.2012 Dr. Ute Hillmer
Source: Mail Online , 17 November 2010
126. Use the different personality profiles in
your customer dialog:
visionaries as visionaries,
pragmatists as pragmatists
12.6.2012 Dr. Ute Hillmer
127. early adopters = visionaries
Marktsize
Innovators Early Early Late Laggards Time
Adopters Majority Majority
12.6.2012 Dr. Ute Hillmer
128. early majority = pragmatists
Marktsize
Innovators Early Early Late Laggards Time
Adopters Majority Majority
12.6.2012 Dr. Ute Hillmer
130. don’t forget to
look outside the
boundaries of
rationality, despite the
economic
these usually context
vary by culture
12.6.2012 Dr. Ute Hillmer
131. Subjective Construction of Reality
Each individual sees the world
through subjective lenses.
Consider typical customer
segments universally and look
for social and emotional
differences by region...
and then TELL YOUR STORY!
Seth Godin, All Marketeers tell stories, 2009
Mischel and Morf, Ute Hillmer of self and identity, 2003.
12.6.2012 Dr. Handbook
Kelly, The psychology of personal constructs, 1991
133. Exanples Dialogmarketing heute
• mymuesli
• Dell
• Krones
• Litago Milch
• Jugend gegen Aids
• Domino Pizza
12.6.2012 Dr. Ute Hillmer
134. Krones Kundenfokus
Krones plant, entwickelt und fertigt Maschinen und
komplette Anlage … wie viele andere auch … aber:
Vertrauensaufbau durch klare Ausrichtung auf
Marktsegmente
- aus der
Kundenperspektive!
12.6.2012 Dr. Ute Hillmer
135. Focus
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
140. Vertrauensaufbau mit dem
“Pragmatischen Technologiekunden”
Seine Arbeitsprozesse, seine Probleme und Sorgen
sowie seinen Blick auf die Welt kennen und
verstehen. Kunden Insight
Relative Vorteile
Referenzen
Kompatibilität
Testbarkeit Gemeinschaft
Gleichgesinnter
Beobachtbarkeit
Reduzierte Herstellerneutrale
Informationen
Komplexität
12.6.2012 Dr. Ute Hillmer
142. Es wird auch über Ihre Produkte geredet –
sind Sie im Bilde?
• Man redet über ihre Produkte – mit Ihnen oder ohne
Sie …
Versuchen Sie den Verlauf mitzubestimmen!
• “Dell Hell” war 2005 ein Weckruf
12.6.2012 Dr. Ute Hillmer
144. Dell Communities Blog‘s ,Forums, IdeaStorm
Zielsetzung
Kundeninsight
Plattformen für Problemlösungen und Ideen
Kundenbonding, pos. Marken-wahrnehmung
Zielkunde
Segmentierte Kundengruppen + zukünftige Kunden
SM Strategie
Beteiligung + Lernen von und mit Kunden
„Be were your customer is“
Resultate
Ca. 1.7 M registrierte Mitglieder
2.300-2.500 Posts/Woche
12.6.2012 Dr. Ute Hillmer
152. DellCares Twitter als Supportkanal
Objective
Kundenprobleme lösen
Brand-Wahrnehmung ändern
Target
Kunden
Potentielle Kunden
SM Strategie
Twitter als Supportkanal
Resultate
10.000 Follower
10.000 Tweets
12.6.2012 Dr. Ute Hillmer
153. Dell Monitoring „Social Media Listening Command Center“
Zielsetzung
Informieren: Kundenfeedback in
Echtzeit bereitstellen
Zuhören & Agieren: frühe Warnsignale
erkennen und schnell handeln
Sicherstellen, daß effektive
Kundeninteraktionen stattfinden
Unterstützend – Infos und Support für
die Communities mit Einfluß im Netz
Zielkunde
Alle relevanten Abteilungen im
Unternehmen
Kunden/potentielle Kunden
Communities / influencer
SM Strategie
Schaltzentrale
12.6.2012 Dr. Ute Hillmer
159. The Social Media Toolbox
Choose your
channel wisely
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing
Slide by Presentation Advisors
161. Which Media to choose?
12.6.2012 Dr. Ute Hillmer 19.12.2011
162. Social Media as a Workflow Process
Communication
Channel Corporate Hosting
XING PR Content
Youtube
Facebook Website
Flickr
Twitter Microsites
Issuu
Foursquare Blog
Slideshare
Yammer Newsletter
Slide by Björn Eichstädt, Storymaker
12.6.2012 Dr. Ute Hillmer
163. Types of Social Media Interaction
by Source Social
Service
Questions &
complaints
Social Market
Market‐ Sales Information
triggered social
Social Customer
interactions Marketing Preferences
(outside‐to‐outside) Market
Twitter
Corporate Social Content Existing Social Media FB
Accoun
Corporate Blogs, Forums, (Facebook, Xing, Twitter, Page t
branded / unbranded Social Linkedin, etc.)
Networks, etc.) Google …
+
Business‐ Customer‐facing
triggered social employee
interactions Monitoring /
Data Mining
(inside‐to‐outside Corp.
inside‐to‐inside)
Website
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service F&E
based on Cipriani 2009
12.6.2012 Dr. Ute Hillmer Marketing Sales Service F&E
164. Types of Social Media Interaction
by Purpose
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
CRM = Customer Relationship Management
12.6.2012 Dr. Ute Hillmer
165. How to get started
3. Which Media to choose?
generate interest for a
Marketinggoal Get visitors to the
conference
website
Media
maybe
maybe
12.6.2012 Dr. Ute Hillmer
166. 360° Medienmanagement
Kundenprofile beachten
• Was machen Silver Surfer (>50 J.)
Online?
12.6.2012 Dr. Ute Hillmer
172. 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.
12.6.2012 Dr. Ute Hillmer
173. 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
12.6.2012 Dr. Ute Hillmer
174. The Corporate Blog
as the “Sun of the Solar Content System”
12.6.2012 Dr. Ute Hillmer
176. 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
12.6.2012 Dr. Ute Hillmer
182. Types of Social CRM Interaction
Social Questions &
Service complaints
Social Market
Market‐ Sales Information
triggered social
Social Customer
interactions Marketing Preferences
(outside‐to‐outside) Market
Existing Social Media
Corporate Social Content Networks
Corporate Blogs, Forums, (Facebook, Xing, Twitter,
branded / unbranded Social Linkedin, etc.)
Networks, etc.)
Business‐ Customer‐facing
triggered social employee
interactions Monitoring /
(inside‐to‐outside Data Mining
inside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service R&D
based on Cipriani 2009
12.6.2012 Dr. Ute Hillmer Marketing Sales Service R&D
183. The Corporate Blog
Types of Social Media Interaction
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
12.6.2012 Dr. Ute Hillmer
184. 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
12.6.2012 Dr. Ute Hillmer
185. 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
12.6.2012 Dr. Ute Hillmer
186. The Corporate Blog
Make some rules.
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 Christensen
Manager, Social Media Communications
12.6.2012 Dr. Ute Hillmer
http://www.ibm.com/blogs/zz/en/guidelines.html
188. 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.
12.6.2012 Dr. Ute Hillmer
189. 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
12.6.2012 Dr. Ute Hillmer
190. How Social Networks work
Think about a
sports club!
12.6.2012 Dr. Ute Hillmer
191. 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…
12.6.2012 Dr. Ute Hillmer
192. How Social Networks work 3
Friends are easily found,
one links up, meets, networks, …
and own expertise distributes …
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
193. 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)
12.6.2012 Dr. Ute Hillmer
196. Dell on Google + Hangouts
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
197. Types of Social CRM Interaction
Social Questions &
Service complaints
Social Market
Market‐ Sales Information
triggered social
Social Customer
interactions Marketing Preferences
(outside‐to‐outside) Market
Existing Social Media
Corporate Social Content Networks
Corporate Blogs, Forums, (Facebook, Xing, Twitter,
branded / unbranded Social Linkedin, etc.)
Networks, etc.)
Business‐ Customer‐facing
triggered social employee
interactions Monitoring /
(inside‐to‐outside Data Mining
inside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service R&D
based on Cipriani 2009
12.6.2012 Dr. Ute Hillmer Marketing Sales Service R&D
198. Areas of Action in Social CRM
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
12.6.2012 Dr. Ute Hillmer
199. Starting point for Social Customer Relationship
Management
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
12.6.2012 Dr. Ute Hillmer
200. Social Networks
• Direct customer communication • Efficient marketing tool
• Largest social Network • Gives companies “a face”
• Many forms of interaction or “faces”
• Entertainment • Connectable with twitter,
• Full display of many media Google+, linkedin…
formats (pictures, movies, games, ...) • Mobile app
• Cool ideas result in huge reach • Location updates
• Personal reputation • Many apps enlarge
management functionality
• Facebook statistics
12.6.2012 Dr. Ute Hillmer
201. Social Networks Practice
• Uncontrolled environment • Privacy problems
for employees – Like button (documenting all
activity on the website)
• Time-consuming – Open FB tab in Browser
• Less exciting products – Apps can result in spam
can have a hard time • Hard to separate private and
gaining recognition business
• FB can change the rules as
• Requires high frequency they like (free service)
of relevant content
generation
12.6.2012 Dr. Ute Hillmer
202. Business Oriented Social Networks
• More serious environments,
no personal content
• Suitable for personal business
profile pages • Increasingly commercial +
• Customer + recruiter research spam
• Personal reputation • Time consuming
management
• Not all audiences are in
• Business oriented groups these networks
• Business contact initiation and
• Often regional
management
12.6.2012 Dr. Ute Hillmer
203. Content Sharing Platforms
• Online Communities for archiving and sharing
content such as:
– Photographs and images
– Videos
– Audios
– Presentations
12.6.2012 Dr. Ute Hillmer
204. Social Media as a Workflow Process
Communication Channel Corporate Hosting
XING PR Content
Youtube
Facebook Website
Flickr
Twitter Microsites
Issuu
Foursquare Blog
Slideshare
Yammer Newsletter
12.6.2012 Dr. Ute Hillmer
205. Content Sharing Platforms
Easy way to display,
archive and share • Copyright problems
No need for own • Free data upload or
infrastructure and information spread is
storage limited
Possible real time • No quality control of
reporting of events content and material
Products / content is
ranked by audience
12.6.2012 Dr. Ute Hillmer
206. Crowd Sourcing / Open Innovation
19.12.2011
12.6.2012 Dr. Ute Hillmer
211. Directly involved Innovation Resources: R&D
and Marketing (inbound+outbound)
Cash flow over time
Market Demand:
Product Lifecycle
R&D
inbound Marketing
outbound Marketing
12.6.2012 Dr. Ute Hillmer
212. Types of Social CRM Interaction
Social Questions &
Service complaints
Social Market
Market‐ Sales Information
triggered social
Social Customer
interactions Marketing Preferences
(outside‐to‐outside) Market
Existing Social Media
Corporate Social Content Networks
Corporate Blogs, Forums, (Facebook, Xing, Twitter,
branded / unbranded Social Linkedin, etc.)
Networks, etc.)
Business‐ Customer‐facing
triggered social employee
interactions Monitoring /
(inside‐to‐outside Data Mining
inside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service R&D
based on Cipriani 2009 Marketing Sales Service R&D
12.6.2012 Dr. Ute Hillmer
213. Areas of Action in Social CRM
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
based on AltimeterHillmer 2010
12.6.2012 Dr. Ute Group
214. Starting point forSocial Customer Relationship
Management
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
based on AltimeterHillmer 2010
12.6.2012 Dr. Ute Group
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
216. Dell Shop eCommercewith Social Content
Objective
sales
Change brand perception
Target
customers
prospects
SM Strategie
eShop with rankings +
reviews
12.6.2012 Dr. Ute Hillmer
217. Recommendation Platforms
• Here users share
experiences, perceptions
and recommendations
about products, services
and organizations . • bad products are exposed
Sometimes detailed
discussions can evolve..
• Products are ranked by
audience
• credibility
• good products are usually
ranked positively
12.6.2012 Dr. Ute Hillmer
218. Types of Social CRM Interaction
Social Questions &
Service complaints
Social Market
Market‐ Sales Information
triggered social
Social Customer
interactions Marketing Preferences
(outside‐to‐outside) Market
Existing Social Media
Corporate Social Content Networks
Corporate Blogs, Forums, (Facebook, Xing, Twitter,
branded / unbranded Social Linkedin, etc.)
Networks, etc.)
Business‐ Customer‐facing
triggered social employee
interactions Monitoring /
(inside‐to‐outside Data Mining
inside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service R&D
based on Cipriani 2009
12.6.2012 Dr. Ute Hillmer Marketing Sales Service R&D
19.12.2011
219. Areas of Action in Social CRM
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
based on AltimeterHillmer 2010
12.6.2012 Dr. Ute Group
220. Starting point for Social Customer Relationship
Management
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
based on AltimeterHillmer 2010
12.6.2012 Dr. Ute Group
222. 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)
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
225. DellOutlet Twitter as an Outletstore
Objective
selling
change brand recognition
Target
customers
prospects
SM Strategy
Twitter as a sales plattform
Results
June 2009: $6,5 M revenue
Delloutlet: 1,54 Mio 7/11
1,55 Mio 12/11 follower
(D: 131 seit Feb. 2011)
12.6.2012 Dr. Ute Hillmer 19.12.2011
226. DellOutlet Deutschland Twitter as an Outletstore
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
227. DellOutlet China Twitter as an Outletstore
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
228. Twitter
fast
cheap • only short messages (Twitter 140
real-time communication characters)
real-time market research • short lifetime of tweets
advertising allowed • a lot of meaningless information
direct customer in twitter sphere
great monitoring tool (alternative • difficult to measure
clients, e.g. tritterdeck)
interest based, not friendship • Spam / unpleasant followers
based possible
global • Fast media for fast + easy
mobile mistakes
12.6.2012 Dr. Ute Hillmer
229. Types of Social CRM Interaction
Social Questions &
Service complaints
Social Market
Market‐ Sales Information
triggered social
Social Customer
interactions Marketing Preferences
(outside‐to‐outside) Market
Existing Social Media
Corporate Social Content Networks
Corporate Blogs, Forums, (Facebook, Xing, Twitter,
branded / unbranded Social Linkedin, etc.)
Networks, etc.)
Business‐ Customer‐facing
triggered social employee
interactions Monitoring /
(inside‐to‐outside Data Mining
inside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service R&D
based on Cipriani 2009
12.6.2012 Dr. Ute Hillmer Marketing
Dr. Ute Hillmer, Better Reality Marketing Sales Service R&D
19.12.2011
230. Areas of Action in Social CRM
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
12.6.2012 Dr. Ute Hillmer
231. Starting point for Social Customer Relationship
Management
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
12.6.2012 Dr. Ute Hillmer
232. 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
12.6.2012 Dr. Ute Hillmer
233. Types of Social CRM Interaction
Social Questions &
Service complaints
Social Market
Market‐ Sales Information
triggered social
Social Customer
interactions Marketing Preferences
(outside‐to‐outside) Market
Existing Social Media
Corporate Social Content Networks
Corporate Blogs, Forums, (Facebook, Xing, Twitter,
branded / unbranded Social Linkedin, etc.)
Networks, etc.)
Business‐ Customer‐facing
triggered social employee
interactions Monitoring /
(inside‐to‐outside Data Mining
inside‐to‐inside)
Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service R&D
based on Cipriani 2009
12.6.2012 Dr. Ute Hillmer Marketing Sales Service R&D
234. Areas of Action in Social CRM
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
based on AltimeterHillmer 2010
12.6.2012 Dr. Ute Group
235. Starting point for Social Customer Relationship
Management
Marketing Sales Service/Support Innovation
Social Marketing Social Sales Social Support Social Innovation
Insight Insight Insight Insight
Rapid Social Rapid Social Rapid Social Crowedsourced
Marketing Response Sales Response Support Response F&E
Social Event Socially‐enabled
Sales Referal
Management Service
Social Campaign Proactive Lead
Tracking Generierung
based on AltimeterHillmer 2010
12.6.2012 Dr. Ute Group
236. Monitoring Twitter as a trend scout
Objective
Identify future trends
Identify brand + product issues
Target
Marketing
R&D
SM Strategy
Twitter als Supportkanal
12.6.2012 Dr. Ute Hillmer
237. 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”
12.6.2012 Dr. Ute Hillmer Dr. Ute Hillmer, Better 19.12.201
Reality Marketing 1
238. 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
12.6.2012 Dr. Ute Hillmer Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
239. 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 cost
12.6.2012 Dr. Ute Hillmer Dr. Ute Hillmer, Better 19.12.201
Reality Marketing 1
240. Why Social Media Monitoring?
Product Marketing and R&D
Identify + address product shortcomings / improvement
opportunities
Customer / user complains
Customer / user suggestions and ideas
Customer / user use cases
Identify and address core customer needs
Industry discussions
Crowd sourcing
Identify trends
Industry discussions
Crowd sourcing
12.6.2012 Dr. Ute Hillmer Dr. Ute Hillmer, Better 19.12.201
Reality Marketing 1
241. SMM Value Creation and KPIs
Traditional Online Marketing
Page Impressions
Unique Visitors
Conversions
Social Media Marketing
Foster Dialog
Promote Advocacy
Facilitate Support
Spur Innovation
12.6.2012 Dr. Ute Hillmer Dr. Ute Hillmer, Better 19.12.201
Reality Marketing 1
242. SMM Value Creation and KPIs
12.6.2012 Dr. Ute Hillmer
Source: rolandfiege.com Dr. Ute Hillmer, Better 19.12.201
Reality Marketing 1
243. Why Social Media Monitoring?
Brand Management
What brand image do stakeholders have in
mind?
What brand image do I want them to have?
Develop brand buzz to help steer brand image
(truthful and authentic)
Monitor brand image of core stakeholder groups
and construe action to reduce discrepancy if
necessary
Identify brand associations
Monitor the competition
12.6.2012 Dr. Ute Hillmer Dr. Ute Hillmer, Better 19.12.201
Reality Marketing 1
244. SMM Value Creation and KPIs
Success metrics must be developed with specific business
objectives in mind to be used and useful.
mythological, pragmatic, common sense
Source: Social Marketing Analytics, Altimeter 2010, p. 9
12.6.2012 Dr. Ute Hillmer
245. Social CRM
CRM 1.0 CRM 2.0
Targeting Establishing
need
impressions
Expansion
Acquisition
Sharing
Decision
Targeting
Expansion
Acquisition
Retention Experience
Retention
Customer Support processes
Marketing Sales Value
Service
Operation processes
12.6.2012 Dr. Ute Hillmer
246. 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.
12.6.2012 Dr. Ute Hillmer
248. 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.
12.6.2012 Dr. Ute Hillmer
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
Notes de l'éditeur
Rollplay
Bedingen sich gegenseitig!
Neue Kommunikationstechnologien die dem Kunden Publishingmöglichkeiten geben =>Nachhaltige Veränderung, wie Kaufentscheidungen getroffen werden.
Produkt KundenbedarfPreis Gesamtkosten f.d. KundenDistribution Zugang/Zugriff zum ProduktKommunikationSHIVA System: S = SolutionI = InformationV = ValueA= Access
Warum Dell?Paradebeispiel für Mass Customization (Bis 2006): Direktverkauf von Computern zum Kunde; Custom built to order (=> niedere Lagerhaltung, schnelle Reaktion zu Tech. Veränderungen)2005 : Beschwerde eines Bloggers (Jeff Javis) wurde irgnoriert => Dell Hell eine Welle des Protests (What would Google do). 2011: Most social brand in ranking of 100 brands
Specialised Bloggs feed Customer Insight
Lineares, einseitiges Kommunikationsmodel Sender / EmpfängerDazu zählen auch Medien wie Telefon, eMail, auch Formen wie 1 to 1
60er: Beeinflussungstechniken McCarthy70er: Gatekeeperfunktion der Handels / Nachfragemacht des Handels/ Einbettung in BWL (ökonom. Marketingverständnis)80er: Positionierung und Wettbewerbsvorteile (erweitertes Marketingverständnis)90er: rechtliche Rahmen / „bio“2000: neue Komm.technologien; Hyperwettbewerb, paradoxer Wettbewerb; unheitl. Konsumentenstruktur (generisches / ganzheitliches Marketingverständnis)Youcame a long way, baby
Lineares, einseitiges Kommunikationsmodel Sender / EmpfängerDazu zählen auch Medien wie Telefon, eMail, auch Formen wie 1 to 1
Frage an die Zuhörer:Zu beantworten am Ende der Vorlesung
ContentDeliveryCustomer=> Brand Communication
Jeder Kanal hat seine Stärken und Schwächen:div. Medien "a certain method of communication developed, based on the unique proposition of the particular form of media" Schulz, 2009, p.17)Im Social Web nie in Technologiendenken!IN Communities und Gesprächendenken
Jeder Kanal hat seine Stärken und Schwächen:div. Medien "a certain method of communication developed, based on the unique proposition of the particular form of media" Schulz, 2009, p.17)Im Social Web nie in Technologiendenken!IN Communities und Gesprächendenken
Insbesondere im B 2 B war traditionell das One to One Marketing, der direkte Kundendialog, immer schon ausgeprägt. „engage“
#1hit rate#2 connections – hit rate#3 reputation
< 50 MDAX-Unternehmen sind im Social Web. 32 Prozent haben Facebook-Profil 38 Prozent habenTwitter-AccountDass B2C-Unternehmen hier naturgemäß durch eine erheblich größere und web-affinere Kundenbasis besser aufgestellt sind als B2B-Unternehmen, zeigen die Puma AG, die Hugo Boss AG, die ProSiebenSat.1 Media AG und die Douglas Holding AG. Sie liegen im Rennen um Fans und Follower weit vorne" MDAX-Studie untersucht Dialogbereitschaft im Social Web; Ligner & Ligner Consulting,10/ 2010
Specialised Bloggs feed Customer Insight
Informationen teilen: Kundenfeedback wird in Echtzeit bereitgestellt Zuhören & Agieren: frühe Warnsignale erkennen und schnell handeln Sicherstellen, daß effektive Kundeninteraktionen stattfinden Unterstützend – Infos und Support für die Communities mit Einfluß im Netz
BOARD:Hohe DynamikSteigende KomplexitätHohe technologische Anforderungen (Technologieaffinität)FokussierungWach bleiben;Technologie und Nutzen wechseltZielgruppen verändern ihr verhaltenFokus, Fokus, FocusEine Jet kaufen und nicht fliegen können…
BOARD:Hohe DynamikSteigende KomplexitätHohe technologische Anforderungen (Technologieaffinität)FokussierungWach bleiben;Technologie und Nutzen wechseltZielgruppen verändern ihr verhaltenFokus, Fokus, FocusEine Jet kaufen und nicht fliegen können…
Jeder Kanal hat seine Stärken und Schwächen:div. Medien "a certain method of communication developed, based on the unique proposition of the particular form of media" Schulz, 2009, p.17)Im Social Web nie in Technologiendenken!IN Communities und Gesprächendenken
A 3rd type of employee, not using any of current web social tools, may exist, but they eventually will be Socially-empowered because of the internal social tools to share insights and collaborate with others.Your company should have norms and policies covering social media usage by your employees. Your company should also be aware of which kind of content your employees are generating in their personal blogs, networks, wikis, etc, that may contain sensitive (positive or negative) information about your company. Is necessary to understand how connected to your brand are your employees’ reactions on their personal pages. Examples of Social CRM natural or rewarded market reactions (done without active company involvement):- Social Marketing: Word-of-mouth and Brand awareness by community discussions Social Sales: Friend referrals and positive customer review Social Service: Self-supporting communities where customers help each other on product issues or questions
Versuch alle Bereiche abzudecken und intelligent zu automatisieren
Jeder Kanal hat seine Stärken und Schwächen:div. Medien "a certain method of communication developed, based on the unique proposition of the particular form of media" Schulz, 2009, p.17)Im Social Web nie in Technologiendenken!IN Communities und Gesprächendenken
Fragen wie :Mit welcher Technik gehen Digital Natives ins Netz?Mit welcher Technik … Silver SurferWas macht der Digital Native im NetzWas macht der Silver Surfer im NetzWas sind Digital Natives?„ Silver Surfer
Fragen wie :Mit welcher Technik gehen Digital Natives ins Netz?Mit welcher Technik … Silver SurferWas macht der Digital Native im NetzWas macht der Silver Surfer im NetzWas sind Digital Natives?„ Silver Surfer
The customer-facing employee may be any of your current Socially-empowered employees. In a company we may have 2 types of Socially-empowered employees: Employees officially part of a social initiative responsible to post information, monitor and respond to market requests. Employees that maintain its personal social connections via personal blogs, social networks and online contributions to wikis.A 3rd type of employee, not using any of current web social tools, may exist, but they eventually will be Socially-empowered because of the internal social tools to share insights and collaborate with others.Your company should have norms and policies covering social media usage by your employees. Your company should also be aware of which kind of content your employees are generating in their personal blogs, networks, wikis, etc, that may contain sensitive (positive or negative) information about your company. Is necessary to understand how connected to your brand are your employees’ reactions on their personal pages. Examples of Social CRM natural or rewarded market reactions (done without active company involvement):- Social Marketing: Word-of-mouth and Brand awareness by community discussions Social Sales: Friend referrals and positive customer review Social Service: Self-supporting communities where customers help each other on product issues or questions
Zur besseren Erklärung ziehe ich dazu gerne einen normalen Sportverein heran. Ja, das Web 2.0 ist in diesem Beispiel der Sportverein und wir haben eine Mitgliedschaft. Wir haben uns also entschieden aktiv oder auch passiv am Vereinsgeschehen teilzunehmen. Man sieht sich die einzelnen Sparten an und nimmt rege daran teil sofern man etwas beizutragen hat. Man führt Gespräche, gibt fachliche Kommentare, antwortet auf Fragen und stellt selbst welche. Wenn man das stetig und freundlich geschafft hat, dann wird man auch Freunde finden die die fachlichen Informationen schätzen. Genau dann wird es auch kaum jemanden stören, wenn man auch mal auf seinen Onlineshop hinweist. In den bekannten sozialen Netzwerken funktioniert diese Herangehensweise genauso, zumindest annähernd. Ohne eine Kommunikation mit dem Gegenüber wird keiner glauben und vor allem auch keiner wissen, dass man ein Fachmann ist auf seinem Gebiet.
Zur besseren Erklärung ziehe ich dazu gerne einen normalen Sportverein heran. Ja, das Web 2.0 ist in diesem Beispiel der Sportverein und wir haben eine Mitgliedschaft. Wir haben uns also entschieden aktiv oder auch passiv am Vereinsgeschehen teilzunehmen. Man sieht sich die einzelnen Sparten an und nimmt rege daran teil sofern man etwas beizutragen hat. Man führt Gespräche, gibt fachliche Kommentare, antwortet auf Fragen und stellt selbst welche. Wenn man das stetig und freundlich geschafft hat, dann wird man auch Freunde finden die die fachlichen Informationen schätzen. Genau dann wird es auch kaum jemanden stören, wenn man auch mal auf seinen Onlineshop hinweist. In den bekannten sozialen Netzwerken funktioniert diese Herangehensweise genauso, zumindest annähernd. Ohne eine Kommunikation mit dem Gegenüber wird keiner glauben und vor allem auch keiner wissen, dass man ein Fachmann ist auf seinem Gebiet.
Zur besseren Erklärung ziehe ich dazu gerne einen normalen Sportverein heran. Ja, das Web 2.0 ist in diesem Beispiel der Sportverein und wir haben eine Mitgliedschaft. Wir haben uns also entschieden aktiv oder auch passiv am Vereinsgeschehen teilzunehmen. Man sieht sich die einzelnen Sparten an und nimmt rege daran teil sofern man etwas beizutragen hat. Man führt Gespräche, gibt fachliche Kommentare, antwortet auf Fragen und stellt selbst welche. Wenn man das stetig und freundlich geschafft hat, dann wird man auch Freunde finden die die fachlichen Informationen schätzen. Genau dann wird es auch kaum jemanden stören, wenn man auch mal auf seinen Onlineshop hinweist. In den bekannten sozialen Netzwerken funktioniert diese Herangehensweise genauso, zumindest annähernd. Ohne eine Kommunikation mit dem Gegenüber wird keiner glauben und vor allem auch keiner wissen, dass man ein Fachmann ist auf seinem Gebiet.
SW Development: 830 reviews, 4 starsMonitor: 192 reviews, 5 starsUnd die Leute schreiben warum sie die Bewertung abgeben
SW Development: 830 reviews, 4 starsMonitor: 192 reviews, 5 starsUnd die Leute schreiben warum sie die Bewertung abgeben
SW Development: 830 reviews, 4 starsMonitor: 192 reviews, 5 starsUnd die Leute schreiben warum sie die Bewertung abgeben
The customer-facing employee may be any of your current Socially-empowered employees. In a company we may have 2 types of Socially-empowered employees: Employees officially part of a social initiative responsible to post information, monitor and respond to market requests. Employees that maintain its personal social connections via personal blogs, social networks and online contributions to wikis.A 3rd type of employee, not using any of current web social tools, may exist, but they eventually will be Socially-empowered because of the internal social tools to share insights and collaborate with others.Your company should have norms and policies covering social media usage by your employees. Your company should also be aware of which kind of content your employees are generating in their personal blogs, networks, wikis, etc, that may contain sensitive (positive or negative) information about your company. Is necessary to understand how connected to your brand are your employees’ reactions on their personal pages. Examples of Social CRM natural or rewarded market reactions (done without active company involvement):- Social Marketing: Word-of-mouth and Brand awareness by community discussions Social Sales: Friend referrals and positive customer review Social Service: Self-supporting communities where customers help each other on product issues or questions
Versuch alle Bereiche abzudecken und intelligent zu automatisieren
FacebookMySpaceStudiVZ
FacebookMySpaceStudiVZ
FacebookMySpaceStudiVZ
The customer-facing employee may be any of your current Socially-empowered employees. In a company we may have 2 types of Socially-empowered employees: Employees officially part of a social initiative responsible to post information, monitor and respond to market requests. Employees that maintain its personal social connections via personal blogs, social networks and online contributions to wikis.A 3rd type of employee, not using any of current web social tools, may exist, but they eventually will be Socially-empowered because of the internal social tools to share insights and collaborate with others.Your company should have norms and policies covering social media usage by your employees. Your company should also be aware of which kind of content your employees are generating in their personal blogs, networks, wikis, etc, that may contain sensitive (positive or negative) information about your company. Is necessary to understand how connected to your brand are your employees’ reactions on their personal pages. Examples of Social CRM natural or rewarded market reactions (done without active company involvement):- Social Marketing: Word-of-mouth and Brand awareness by community discussions Social Sales: Friend referrals and positive customer review Social Service: Self-supporting communities where customers help each other on product issues or questions
Versuch alle Bereiche abzudecken und intelligent zu automatisieren
The customer-facing employee may be any of your current Socially-empowered employees. In a company we may have 2 types of Socially-empowered employees: Employees officially part of a social initiative responsible to post information, monitor and respond to market requests. Employees that maintain its personal social connections via personal blogs, social networks and online contributions to wikis.A 3rd type of employee, not using any of current web social tools, may exist, but they eventually will be Socially-empowered because of the internal social tools to share insights and collaborate with others.Your company should have norms and policies covering social media usage by your employees. Your company should also be aware of which kind of content your employees are generating in their personal blogs, networks, wikis, etc, that may contain sensitive (positive or negative) information about your company. Is necessary to understand how connected to your brand are your employees’ reactions on their personal pages. Examples of Social CRM natural or rewarded market reactions (done without active company involvement):- Social Marketing: Word-of-mouth and Brand awareness by community discussions Social Sales: Friend referrals and positive customer review Social Service: Self-supporting communities where customers help each other on product issues or questions
Versuch alle Bereiche abzudecken und intelligent zu automatisieren
The customer-facing employee may be any of your current Socially-empowered employees. In a company we may have 2 types of Socially-empowered employees: Employees officially part of a social initiative responsible to post information, monitor and respond to market requests. Employees that maintain its personal social connections via personal blogs, social networks and online contributions to wikis.A 3rd type of employee, not using any of current web social tools, may exist, but they eventually will be Socially-empowered because of the internal social tools to share insights and collaborate with others.Your company should have norms and policies covering social media usage by your employees. Your company should also be aware of which kind of content your employees are generating in their personal blogs, networks, wikis, etc, that may contain sensitive (positive or negative) information about your company. Is necessary to understand how connected to your brand are your employees’ reactions on their personal pages. Examples of Social CRM natural or rewarded market reactions (done without active company involvement):- Social Marketing: Word-of-mouth and Brand awareness by community discussions Social Sales: Friend referrals and positive customer review Social Service: Self-supporting communities where customers help each other on product issues or questions
Versuch alle Bereiche abzudecken und intelligent zu automatisieren
The customer-facing employee may be any of your current Socially-empowered employees. In a company we may have 2 types of Socially-empowered employees: Employees officially part of a social initiative responsible to post information, monitor and respond to market requests. Employees that maintain its personal social connections via personal blogs, social networks and online contributions to wikis.A 3rd type of employee, not using any of current web social tools, may exist, but they eventually will be Socially-empowered because of the internal social tools to share insights and collaborate with others.Your company should have norms and policies covering social media usage by your employees. Your company should also be aware of which kind of content your employees are generating in their personal blogs, networks, wikis, etc, that may contain sensitive (positive or negative) information about your company. Is necessary to understand how connected to your brand are your employees’ reactions on their personal pages. Examples of Social CRM natural or rewarded market reactions (done without active company involvement):- Social Marketing: Word-of-mouth and Brand awareness by community discussions Social Sales: Friend referrals and positive customer review Social Service: Self-supporting communities where customers help each other on product issues or questions
Versuch alle Bereiche abzudecken und intelligent zu automatisieren
Benefitof SMM
Benefitof SMM
Benefitof SMM
Benefitof SMM
Benefitof SMM
Altimeter Report 2010, p9
CRM = Management derInteraktionen des UnternehmensmitKunden / pot.Kunden.CRM 1.0: Transaktions-und ProzessorientiertTechnischgestützteKundenprozesse um Sales- Marketing- Supportaktivitätenzuorganisieren (Shaw)CRM 2.0: Konversations- und ProzessorientiertKundeneinbindungzumbesserenKundenverständniss, derVertrauensbildung, demAufbau von Brandloyalität, derProblemerkennung und derbesserenKundensegmentierung.NetzwerkbeziehungenerlaubeneinbesseresVerständnisüber den Kunden und seine Community
Informationen teilen: Kundenfeedback wird in Echtzeit bereitgestellt Zuhören & Agieren: frühe Warnsignale erkennen und schnell handeln Sicherstellen, daß effektive Kundeninteraktionen stattfinden Unterstützend – Infos und Support für die Communities mit Einfluß im Netz
The customer-facing employee may be any of your current Socially-empowered employees. In a company we may have 2 types of Socially-empowered employees: Employees officially part of a social initiative responsible to post information, monitor and respond to market requests. Employees that maintain its personal social connections via personal blogs, social networks and online contributions to wikis.A 3rd type of employee, not using any of current web social tools, may exist, but they eventually will be Socially-empowered because of the internal social tools to share insights and collaborate with others.Your company should have norms and policies covering social media usage by your employees. Your company should also be aware of which kind of content your employees are generating in their personal blogs, networks, wikis, etc, that may contain sensitive (positive or negative) information about your company. Is necessary to understand how connected to your brand are your employees’ reactions on their personal pages. Examples of Social CRM natural or rewarded market reactions (done without active company involvement):- Social Marketing: Word-of-mouth and Brand awareness by community discussions Social Sales: Friend referrals and positive customer review Social Service: Self-supporting communities where customers help each other on product issues or questions
Market means not only customers, but also partners and even competitors.Social Media is purely media being generated in the internet. When social media (or tools) are used to convey company messages to the market, then it should be treated as a channel. It should be part of the current channel strategy and have skilled personnel interfacing the flow between brand and market as in any other traditional channel.The Social Media capability layer is not exclusively composed by brand-new processes on the top of the current Marketing, Sales and Service initiatives. Rather, is a combination of new social-administrative/coordination processes plus a sequence of new additional steps in the current processes performed by socially-empowered employees (from a new or even old workforce) – which means new roles and responsibilities in the workforce. This adds more value to the traditional approach with customers. Current traditional CRM process should be reviewed and adapted to this new reality.
Versuch alle Bereiche abzudecken und intelligent zu automatisieren
Frage an die Zuhörer:Zu beantworten am Ende der Vorlesung
Frage an die Zuhörer:ZU beantworten am Ende der Vorlesung
Frage an die Zuhörer:Zu beantworten am Ende der VorlesungSocial Marketing:Am Anfang ist der Kunde (das Unternehmen macht Vorschläge) beteiligtAm Ende ist der Kunde und das Unternehmen in Kontrolle
Frage an die Zuhörer:Zu beantworten am Ende der VorlesungSocial Marketing:Am Anfang ist der Kunde (das Unternehmen macht Vorschläge) beteiligtAm Ende ist der Kunde und das Unternehmen in Kontrolle