Understand, Engage and Embrace Your Customer

13.9.2014 Dr. Ute HillmerUnderstand, Engage, EmbraceYour Customers
Dr. Ute Hillmer
BetterReality MarketingStuttgart, 13.9.2014

13.9.2014 Dr. Ute HillmerSee it ! Hear it ! Say it ! Do it !

13.9.2014 Dr. Ute HillmerWHO 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.

13.9.2014 Dr. Ute HillmerWhat 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

13.9.2014 Dr. Ute HillmerWhat’s Ute’s STORY?
I am in business to change the lives of my technology clients by giving purpose to their work!

13.9.2014 Dr. Ute Hillmer
and turn their customers into raving fans!

13.9.2014 Dr. Ute HillmerWHO are YOU?

13.9.2014 Dr. Ute HillmerBe inSTATE!

13.9.2014 Dr. Ute HillmerAgenda
Preframe
Who is Who?
The Larger Context
Why has Marketing changed?
What does that mean?
Should I care?
The Basics
Get started with Digital Marketing
Customer Touch Points
The Long Tail
Work Session 1
The Digital Toolbox
…too long to list …
Work Session 2
Content
Segment to Bond!

13.9.2014 Dr. Ute HillmerThe Larger Context

13.9.2014 Dr. Ute HillmerHas Marketing Communication Changed?

How did you buy yesterday?
How do you buy it today? How will you buy it tomorrow?

13.9.2014 Dr. Ute HillmerThe Power ofRecommendations: „I‘llHaveWhatSheisHaving“

13.9.2014 Dr. Ute HillmerChange 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
•…

13.9.2014 Dr. Ute HillmerChangingKommunicationfrom
Sender
Receiver

13.9.2014 Dr. Ute Hillmerto
Sender
Receiver

13.9.2014 Dr. Ute HillmerFrom Product -to Customer-FocusProductPricePlacePromotionCustomer NeedsCustomer CostConvenience / AccessCommunication
McCarthy: Basic Marketing: A managerial approach, 1960
Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993

13.9.2014 Dr. Ute HillmerWho must go with the change?

13.9.2014 Dr. Ute HillmerWarumsindSiein SozialenNetzen(EuropeaData)
...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 ConsultingThe Web 2.0 Generation isOnline

13.9.2014 Dr. Ute HillmerThe Nerd is Online

13.9.2014 Dr. Ute HillmerSocialMedia in B2B?
Guten Tag!
Grüß Gott!
Source: Storymaker
People buy from people!

13.9.2014 Dr. Ute HillmerDigital Marketing andSocialMedia matterstoB2B
•Chief stakeholders may not be using social media.
–but their assistants will
•Social media is impacting how B2B decisions are being made.
–Background research
–Expertise
–Search results impact

13.9.2014 Dr. Ute HillmerSocialMedia andtheBuyingProcessPost-sales
user-experience reports
support+ help
complains
learning
upgradingSales
lookingforthefittingsolution
orproductmix
lookingforthebestdealPre-sales
lookingforinformation

13.9.2014 Dr. Ute HillmerCustomers + Web 2.0 Technologies

13.9.2014 Dr. Ute HillmerSocialMedia: Who isthere? (Wave 7 Data)
http://wave.umww.com/assets/pdf/wave_7- cracking-the-social-code.pdf

13.9.2014 Dr. Ute HillmerHowEffectiveist SocialMedia? Source: B2B Content Marketing report 2012; Content Marketing Institute and MarketingProfs

13.9.2014 Dr. Ute HillmerB2B-Kommunikation?
•Der direkte Draht zur Zielgruppe entscheidet.
•Social Media betonen die menschliche Komponente von Kommunikation.
•B2B-Unternehmen müssen gegen Familienmitglieder, Freunde und Popstars bestehen.

SocialMedia and the Buying Process
Source: BVDW

1950‘er 1960‘er 1970‘er 1980‘er 1990‘er 2000‘er
Zeit
Distributions- orientierung
Verbraucher- orientierung
Handels- orientierung
Wettbewerbs- orientierung
Umwelt- orientierung
Netzwerk- orientierung
Anspruchs-
spektrumdes
Marketings
Unter- nehmung
Ver- braucher
Handel
Wett- bewerber
Umwelt
NetzwerkeDevelopment Steps in Marketing(Meffert, 2008 S. 8)
Inhaltlicher Fokus
des Marketings

13.9.2014 Dr. Ute HillmerThe 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

13.9.2014 Dr. Ute HillmerDell 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

13.9.2014 Dr. Ute HillmerDell
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, 20062011: Dell named “most social brand of 100 top brands”

13.9.2014 Dr. Ute HillmerCooperativeMarketing TargetedCustomer Dialog

13.9.2014 Dr. Ute HillmerThe to get started

13.9.2014 Dr. Ute HillmerEven More

13.9.2014 Dr. Ute HillmerHowtogetstartedwithDigital Marketing1. StayFocusedon yourObjective
•Which channel, which medium, which platform will help me reach my target?
•Define marketing goal
•Define target markets
Bewhereyour customers are!!

13.9.2014 Dr. Ute HillmerHowtogetstartedwithDigital 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 reputationAs with traditional marketing: set yourself realistic goals!

13.9.2014 Dr. Ute HillmerHowtogetstartedwithDigital Marketing 3. Whereare 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 RepLISTEN!! talkenergizesupportIntegrateBOND

13.9.2014 Dr. Ute HillmerHowtogetstartedwithDigital Marketing 4. don’t get confused, think of Customer Touch Pointsinstead…
Source: Wave 7

13.9.2014 Dr. Ute HillmerClassic Touchpoints
Journals andMagazines
Bill boardadvertisement
Trade shows
Offline-Word ofMouth
Oftenindividuallypushed, seldomorchestrated
SalesteamandPartners
Source: Storymaker

13.9.2014 Dr. Ute HillmerSupplemented by a Digital Architecture
WEB- SITE
Micro- Site
Online- PR
ONLINE- PR
PUSH/PULL
Source: Storymaker
News- letter

13.9.2014 Dr. Ute HillmerSupplemented by a Digital Architecture
WEB- SITE
Micro- Site
Online- PR
ONLINEPR
PUSH/PULL
Source: Storymaker
News- letterCommunication ChannelCorporateHosting

13.9.2014 Dr. Ute Hillmer… andIncreasinglyMobile
Source: MashableAugust 05, 2013

13.9.2014 Dr. Ute HillmerDigital Touchpoints
XING & LINKEDIN
•Business Networks
•geschäftliche Kontakte
•Inhalte mit Geschäftspartnern teilen
•Unternehmens- sichtbarkeit auf persönlicher Ebene
•Mitarbeiter als Unternehmens- botschafter
TWITTER
FACEBOOK
GOOGLE
•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

13.9.2014 Dr. Ute HillmerDigital 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

13.9.2014 Dr. Ute HillmerDogitalTouchpoints
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

13.9.2014 Dr. Ute HillmerDigital Marketingand “The Long Tail”
•
Chris Anderson: The Long Tail, 2006.

13.9.2014 Dr. Ute HillmerDigital Marketing“The CluetrainManifesto (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 resultand 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 upand take themselves less seriously. They need to get a sense of humor.

13.9.2014 Dr. Ute HillmerRecapThe Basics togetstarted
•What was most important?
•What was new?
•What is unclear?

13.9.2014 Dr. Ute HillmerNowComming
#1Get your hands dirty
#2Built 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

13.9.2014 Dr. Ute HillmerHands on Exploitation (Team Size about 4)
Investigate the digital marketing activities of one of the following companies:
•Festools.de
•Dell.com
•Krones.de
•Zeiss Camera Lenses
•Salesforce.com
•Mymuesli.com (Online Composition and Retail)
•Litago.no (Customer Experience)
•Bosch (one division)
•Mercedes Trucks
•IBM.com
•Your own

13.9.2014 Dr. Ute HillmerHands on Exploitation (Team Size about 4)
In what channels are they present and what do they do there?
What stands out?
Prepare to show us all, when we discuss the media!
Take notes, you have 45 min

13.9.2014 Dr. Ute HillmerTheDigital Toolbox

13.9.2014 Dr. Ute HillmerThe SocialMedia Toolbox
Slide bySolis + ThomasChoose your channels wisely!

13.9.2014 Dr. Ute HillmerTypes of Social Media InteractionbySource
Existing Social Media
(Facebook, Xing, Twitter, Linkedin, etc.)
Corporate Social Content
Corporate Blogs, Forums, branded / unbranded Social Networks, etc.)
Customer-facing
employee
Monitoring /
Data Mining
Market- triggered social interactions
Business- triggered social interactions
Social Marketing
SocialSales
Social Service
Questions &
complaints
MarketInformation
CustomerPreferences
(outside-to-outside)
(inside-to-outside
inside-to-inside)
Market
Marketing
Sales
Service
Socially-enabledMarketing
Socially-enabledSales
Socially-enabledService
F&E
Socially-enabledF&E
based on Cipriani 2009
WEB- SITE
Micro- Site

13.9.2014 Dr. Ute HillmerTypesofSocialMedia InteractionbyPurpose
Marketing
Sales
Service/Support
Social Marketing
Insight
Social Sales
Insight
Social Support
Insight
Innovation
Social Innovation
Insight
Rapid SocialMarketing Response
Rapid Social Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social Event
Management
Social Campaign
Tracking
Sales Referal
Proactive Lead
Generierung
CRM = Customer Relationship Management

13.9.2014 Dr. Ute HillmerThe Corporate Website: „Center Stage“

13.9.2014 Dr. Ute HillmerThe Corporate Website: Center Stage +Aggregation Point

13.9.2014 Dr. Ute HillmerThe 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 Wordpressund Joomla, templates, plug-ins und RSS feeds.

13.9.2014 Dr. Ute HillmerThe 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

13.9.2014 Dr. Ute HillmerThe Corporate Blog the “Sun of the Solar Content System”

13.9.2014 Dr. Ute HillmerThe Corporate Blogblog.daimler.de

13.9.2014 Dr. Ute HillmerDell Blogs Blogs ,Forums
Objective
Kundeninsight
Plattformfor 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/week

13.9.2014 Dr. Ute HillmerDirect2Dell Blog

13.9.2014 Dr. Ute HillmerTechCenter Blog, Chat, Community

13.9.2014 Dr. Ute HillmerDell Shares Investor Relations

13.9.2014 Dr. Ute HillmerThe Corporate BlogEmployees as Experts

13.9.2014 Dr. Ute HillmerThe Corporate BlogTypesofSocialMedia Interaction
Marketing
Sales
Service/Support
Social Marketing
Insight
Social Sales
Insight
Social Support
Insight
Innovation
Social Innovation
Insight
Rapid Social
Support Response
Crowedsourced
F&E
Social Event
Management
Sales Referal
Social Campaign
Tracking
Proactive Lead
Generierung

13.9.2014 Dr. Ute HillmerThe 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

13.9.2014 Dr. Ute HillmerThe 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

13.9.2014 Dr. Ute HillmerThe Corporate BlogMake some rules.
http://www.ibm.com/blogs/zz/en/guidelines.html
Empower all employees… they are the brand.
•Behave professionally and ethically.
•Take personal responsibility.
•Include a disclaimer: your opinions are yours, not IBM’s.
•Don’t pick fights.
“Use social media as a means to expose IBM’s experts—and expertise—to the world.”
Adam Christensen
Manager, Social Media Communications

13.9.2014 Dr. Ute HillmerSocial Networks

13.9.2014 Dr. Ute HillmerSocial 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.

13.9.2014 Dr. Ute HillmerBuiltand MaintainNetworks
Followers
Individuals, professionals and companies look for suitable networks and clusters
Within a network, they look for suitable groups and joint them

13.9.2014 Dr. Ute HillmerHow Social Networks work
Think ofSocialNetworks asa sportsclub!

13.9.2014 Dr. Ute HillmerHow 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…

13.9.2014 Dr. Ute HillmerHow Social Networks work 3
Friends are easily found,
one links up, meets, networks, …
and own expertise distributes …

13.9.2014 Dr. Ute HillmerDell 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 (July2011)
909.910 likes (Dec 2011)

13.9.2014 Dr. Ute HillmerDell on Facebook Ratings

13.9.2014 Dr. Ute HillmerDell on Google +

13.9.2014 Dr. Ute HillmerDell on Google + Hangouts

13.9.2014 Dr. Ute HillmerFestoolon Facebook
•http://www.facebook.com/festool.de
•Sprachen: Deutsch
Beiträge von Festoolauf 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

13.9.2014 Dr. Ute HillmerFestools: Brandscouts

13.9.2014 Dr. Ute HillmerDialog Marketing
Frage: Würdet Ihr Eure Festool Werkzeuge anderen Personen ausleihen?

Anwendungsberatung

Complains

ProductComparison
28 Kommentare später …

Service-CommunicationDialog Marketing

StolzDialog Marketing

13.9.2014 Dr. Ute HillmerFestoolon Facebook Entwicklung
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Entwicklung Facebook Fans
curtsey of Klaus Danner, Manager Customer Communications

13.9.2014 Dr. Ute HillmerAreas of Action in Social CRM
Marketing
Sales
Service/Support
Social Marketing
Insight
Social Sales
Insight
Social Support
Insight
Innovation
Social Innovation
Insight
Rapid Social
Support Response
Crowedsourced
F&E
Social Event
Management
Social Campaign
Tracking
Sales Referal
Proactive Lead
Generierung

13.9.2014 Dr. Ute HillmerStartingpointforSocial Customer Relationship Management
Marketing
Sales
Service/Support
Social Marketing
Insight
Social Sales
Insight
Social Support
Insight
Innovation
Social Innovation
Insight
Rapid Social
Support Response
Crowedsourced
F&E
Social Event
Management
Sales Referal
Social Campaign
Tracking
Proactive Lead
Generierung

•Direct customer communication
•LargestsocialNetwork
•Manyforms ofinteraction
•Entertainment
•Full display ofmanymediaformats(pictures, movies, games, ...)
•Cool ideasresultin hugereach
•Personal reputationmanagement
•Facebook statistics
•Efficient marketing tool
•Gives companies “a face” or “faces”
•Connectable with twitter, Google+, linkedin…
•Mobile app
•Location updates
•Manyappsenlargefunctionality

•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 tabin Browser
–Apps can result in spam
•Hard to separate private and business
•FB can change the rules as they like (free service)
Practice

13.9.2014 Dr. Ute HillmerBusiness 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

13.9.2014 Dr. Ute HillmerContent Sharing Platforms
•Online Communities for archiving and sharing content such as:
–Photographs and images
–Videos
–Audios
–Presentations

13.9.2014 Dr. Ute HillmerFesttoolon Youtube

13.9.2014 Dr. Ute HillmerFestoolon YoutubeEntwicklung
Mrz 10
Apr 10
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Youtube-Views pro Tag

13.9.2014 Dr. Ute HillmerContent 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

13.9.2014 Dr. Ute HillmerCrowd Sourcing / Open Innovation
19.12.2011

13.9.2014 Dr. Ute HillmerIdeaStormOpen Innovation Platform
Objective
Collectproductideas, andProductsolutionideasfromcustomers
Custonerinsightrankedbyurgency
Target
customer
prospect
SM Strategy
Engagement + learning
Results(7/11)
15.000 ideas
>900.000 votes
500 ideasimplemented
19.12.2011
marketing
R&D

13.9.2014 Dr. Ute HillmerDell Design Studio Mass Individualisation
Objective
masscustomization
brandrecognition
Target
individualisticcustomers+ prospects
SM Strategie
online offer

13.9.2014 Dr. Ute HillmerOpen Innovation throughSocialMedia

13.9.2014 Dr. Ute HillmerTurningtheR&D ProcessesUpsideDown!
R&D
Market Demand: Product Lifecycle
outbound Marketing
inbound Marketing
Cash flow over time

13.9.2014 Dr. Ute HillmerAreas of Action in Social CRM
Marketing
Sales
Service/Support
Social Marketing
Insight
Social Sales
Insight
Social Support
Insight
Innovation
Social Innovation
Insight
Rapid Social
Support Response
Crowedsourced
F&E
Social Event
Management
Social Campaign
Tracking
based on Altimeter Group 2010
Sales Referal
Proactive Lead
Generierung

13.9.2014 Dr. Ute HillmerStartingpointforSocialCustomer Relationship Management
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011
Marketing
Sales
Service/Support
Social Marketing
Insight
Social Sales
Insight
Social Support
Insight
Innovation
Social Innovation
Insight
Rapid Social
Support Response
Crowedsourced
F&E
Social Event
Management
Sales Referal
Social Campaign
Tracking
Proactive Lead
Generierung

13.9.2014 Dr. Ute HillmerDell Shop eCommercewith Social Content
Objective
sales
Change brandperception
Target
customers
prospects
SM Strategie
eShopwithrankings+
reviews

13.9.2014 Dr. Ute HillmerFestool–Dealer Partnerships

13.9.2014 Dr. Ute HillmerRecommendation 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

Marketing
Sales
Service/Support
Social Marketing
Insight
Social Sales
Insight
Social Support
Insight
Innovation
Social Innovation
Insight
Rapid Social
Support Response
Crowedsourced
F&E
Social Event
Management
Sales Referal
Social Campaign
Tracking
Proactive Lead
Generierung

13.9.2014 Dr. Ute HillmerMicroblogging

13.9.2014 Dr. Ute HillmerTwitter
Microbloggingis a form of bloggingthat allows users to send brief text updates(or micromediasuch as photos or audio clips) and publish them. These messages can be submitted by a variety of means like text messaging, instant messaging, E- mail, digital audio or the web. (Wikipedia)

13.9.2014 Dr. Ute HillmerDell on Twitter

13.9.2014 Dr. Ute HillmerDellOutletTwitter as an Outletstore
Objective
selling
changebrandrecognition
Target
customers
prospects
SM Strategy
Twitterasa salesplattform
Results
June 2009: $6,5 M revenue

13.9.2014 Dr. Ute HillmerDellOutlet Deutschland Twitter as an Outletstore

13.9.2014 Dr. Ute HillmerDellOutlet China Twitter as an Outletstore

Werkzeuge für höchste Ansprüche
Festoolon Twitter

Festoolon Twitter
twitter.com/festool
978 FollowerStand 09.07.2012

Festtoolon Twitter
•http://twitter.com/festool
•Sprache: Deutsch
Beiträge von Festoolauf Twitter:
•Produkte und Angebote
•Online-Umfrage
•Informationen zu Messen
Beiträge von Usern auf Twitter:
•Bauanleitungen von Festool
•Fragen zu Produkten

Tools for the toughest demands
Festtoolon Twitter ausgewählteFollower

13.9.2014 Dr. Ute HillmerTwitter
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

Marketing
Sales
Service/Support
Social Marketing
Insight
Social Sales
Insight
Social Support
Insight
Innovation
Social Innovation
Insight
Rapid Social
Support Response
Crowedsourced
F&E
Social Event
Management
Social Campaign
Tracking
Sales Referal
Proactive Lead
Generierung

13.9.2014 Dr. Ute HillmerDellCaresTwitter 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

Marketing
Sales
Service/Support
Social Marketing
Insight
Social Sales
Insight
Social Support
Insight
Innovation
Social Innovation
Insight
Rapid Social
Support Response
Crowedsourced
F&E
Social Event
Management
Social Campaign
Tracking
Sales Referal
Proactive Lead
Generierung

13.9.2014 Dr. Ute HillmerSocial 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
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

13.9.2014 Dr. Ute HillmerWhy Social Media Monitoring? Customer Service andSupport, 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
19.12.201
1
Dr. Ute Hillmer, Better
Reality Marketing

13.9.2014 Dr. Ute HillmerSocial Media MonitoringIssueManagement
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”
19.12.201
1
Dr. Ute Hillmer, Better
Reality Marketing

13.9.2014 Dr. Ute HillmerDell „SocialMedia 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

13.9.2014 Dr. Ute HillmerRecap Social Media Toolbox
•What was most important?
•What was new?
•What is unclear?

13.9.2014 Dr. Ute HillmerHands 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

Understand, Engage and Embrace Your Customer

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