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Digital Marketing Lecture 2016

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An Introduction to Digital Marketing:Framing Digital Marketing
The changing Customer Dialog
The Benefits of Digital Marketing
Categorizing Digital Marketing
The Digital Toolbox
Hands on Exploitation
Lead Generation with Digital Marketing
The Trends

Publié dans : Marketing
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Digital Marketing Lecture 2016

  1. 1. 2016 Dr. Ute Hillmer Digital Marketing and the 360° Dialog Part 1
  2. 2. 2016 Dr. Ute Hillmer WHO is Dr. Ute Hillmer? anexpertinpositioning andpromoting technology products, withacarvingforinnovativeproducts that arenotself-explaining. Withsuchproducts,humanbehavior isoftenoutsidethe boundaries ofrationality -despiteitseconomiccontext. Buyingbehaviorisheretypicallyaresult ofsocial,cognitive andemotionalfactors, alongwiththeeconomicones.
  3. 3. 2016 Dr. Ute Hillmer What did Ute do? • 27 years of international marketing (HP, CoCreate, MFG Innovation Agency State of BW, Better Reality Marketing) • Dissertation in business administration, behavioral economicsin technology marketing: TechnologyAcceptancein Mechatronics • Worldwide company and product communication; mainly 3 continents (America, Europe,Asia) • Product-, program-, channel-, partnermarketing, 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
  4. 4. 2016 Dr. Ute Hillmer What’s Ute’s STORY?Iam in business to change the lives of my technology clients by finding them hungry customers that get them into sustainable growth!
  5. 5. 2016 Dr. Ute Hillmer and turn their customers into raving fans!
  6. 6. 2016 Dr. Ute Hillmer See it! Hear it ! Say it ! Do it !
  7. 7. 2016 Dr. Ute Hillmer Agenda1. Framing Digital Marketing 2. The changing Customer Dialog 3. The New Buying Process 4. Customer Driven Marketing 5. The Benefits of Digital Marketing 5. Categorizing Digital Marketing 6. The Digital Toolbox 7. Hands on Exploitation 8. Lead Generation with Digital Marketing 9. The Trends
  8. 8. 2016 Dr. Ute Hillmer 17-­‐2 Direct, Online, SocialMedia, andMobile Marketing ‘The key question is not whether to deploy Internet technology – companies have no choice if they want to stay competitive – but how to deploy it.‘ Porter, M. (2001) Strategy and the Internet, Harvard Business Review, March 2001, 62–78.
  9. 9. 2016 Dr. Ute Hillmer Learning Objectives • Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies • Identify major forms of digital marketing strategies and understand the underlying objective. Away from individual tactics to the overall plan • Understand the sales funnel in digital marketing – Growth Hacking
  10. 10. 2016 Dr. Ute Hillmer TheNew Direct Marketing Model =ANew BusinessModel For many companies today, direct and digital marketing constitute a complete model for doing business. Copyright © 2016 Pearson Education,Inc. 17-­‐7
  11. 11. 2016 Dr. Ute Hillmer What Digital BusinessesDoYouUseToday? • What complete digital B-models do you use today? • Which additional ones do you know?
  12. 12. 2016 Dr. Ute Hillmer ANew Area in Products and Channels Illustration copyright of Steve Blank, „The Startup OwnersManual“
  13. 13. 2016 Dr. Ute Hillmer Rapid Growth ofDirect andDigital Marketing Direct and digital marketing have become the fastest-growing form of marketing. • U.S. companies spent almost $133 billion on direct and digital marketing in 2014 • direct-marketing-driven sales amount to over $2 trillion = for 35% of the U.S. economy Direct marketing continues to become more Internet-based, and digital direct marketing is claiming a surging share of marketing spending and sales. • Over the next four years, digital marketing expenditures and digitally driven sales are expected to grow 9%/year. • 50% of total sales are influenced by online research Source: DMA
  14. 14. 2016 Dr. Ute Hillmer Marketing + Sales Today: a New Buying Decision Process
  15. 15. 2016 Dr. Ute Hillmer Role-play to discover: “Has Marketing changed?” “Must Marketing change?”
  16. 16. 2016 Dr. Ute Hillmer Funnel-Metaphor for a Buying Decision active evaluation many brands Grafik close to Edelman 2010 buying decision Initial considerationTrigger lesser and lesser brands What brand creates the most value to me/us right now and in the future?
  17. 17. 2016 Dr. Ute Hillmer Digitally supported Buying Decision active Evaluation Post-Sales Experience Enlarged Evaluation Ambassador Loyalty Loop Active Evaluation Model close to Edelman 2010, p.65 Moment of Purchase Initial Consideration Trigger What brand creates the most value to me/us right now and in the future?
  18. 18. 2016 Dr. Ute Hillmer Information Sources Today The 2014B2B Buyer BehaviourSurvey
  19. 19. 2016 Dr. Ute Hillmer 2014 B2B Buyer Behavior Survey • Web search is the top source of information • B2B buyers strategically browse social media • The number of sources used to research and evaluate purchase has increased • There is an increased awareness of purchase options • The evaluation process is longer and more satisfying DemandGenReport Survey 2014
  20. 20. 2016 Dr. Ute Hillmer What Role does Social Media Play? The 2014B2B Buyer BehaviourSurvey
  21. 21. 2016 Dr. Ute Hillmer The Core Consequences 1. Consumers and buyers connect with brands in fundamentally new ways – often beyond manufacturers’ or dealers' control. 2. They evaluate a shifting array of options during the evaluation process and remain engagedwith the brand after purchase. 3. Customers can have as much information and knowledge, as vendors do. Its no longerabout “information”it’s about creating and capturing CUSTOMER VALUE! You need a customer driven marketing strategy!
  22. 22. 2016 Dr. Ute Hillmer Customer Driven Marketing – What does that mean?
  23. 23. 2016 Dr. Ute Hillmer From Product- Focus to Customer Focus Product Price Place Promotion Customer Needs Customer Cost Convenience / Access Communication McCarthy: Basic Marketing:A managerial approach, 1960 Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993
  24. 24. 2016 Dr. Ute Hillmer From Product- Focus to Customer Focus • Making a sale • Abundance of products in the nearby shopping centers • Television, magazine, and direct-mail ads • Satisfying customer needs • Imaginative Web sites and mobile phone apps, blogs, online videos, and social media • Reach customers directly, personally, and interactively Traditional View Contemporary View Kotler, Armstrong 2014
  25. 25. 2016 Dr. Ute Hillmer The Basics to get started
  26. 26. 2016 Dr. Ute Hillmer The Customer Dialog is changing
  27. 27. 2016 Dr. Ute Hillmer Dialog Marketing Is nothing new: customer visits telephone calls discussions email business lunches mail trade shows …
  28. 28. 2016 Dr. Ute Hillmer But Dialog Marketing had to change … Customer Dialog is emancipated Sender Receiver
  29. 29. 2016 Dr. Ute Hillmer Changing Communication to a Dialog Sender Receiver
  30. 30. 2016 Dr. Ute Hillmer Communication Models for TraditionalandNew Media Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice,  5th edition  ©  Pearson  Education  Limited  2013
  31. 31. 2016 Dr. Ute Hillmer TheDegreeofIndividualization forTraditionalandNew Media Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice,  5th edition  ©  Pearson  Education  Limited  2013 (a) traditional   media:  same   message (b) new  media  =   often  unique   messages  and   more   information   exchange   between   customers
  32. 32. 2016 Dr. Ute Hillmer Chances + Risks of a Customer Dialog competitive advantage When companies look at their products and services from a customer point of view, they can gain huge competitive advantages.
  33. 33. 2016 Dr. Ute Hillmer Chances + Risks of a Customer Dialog enhance customer loyalty Engagement of the customer + Interest and appreciation by the selling company enhances customer loyalty
  34. 34. 2016 Dr. Ute Hillmer Chances + Risks of a Customer Dialog truly understand customer needsand enhanceproducts It’s more than online information gathering. Customers exchange their needs, their preferences and their interests online.
  35. 35. 2016 Dr. Ute Hillmer Chances + Risks of a Customer Dialog wincustomers Happy customers develop the need to let other customers know that they found a product or service that works for them: Word of mouth + growth hacking
  36. 36. 2016 Dr. Ute Hillmer 3 Key Points of any (Online) Dialog 1. Build trust by helping your customer to make the right decision. Show them a win- win 2. Learn about the needs and problems of your customers 3. Build an infrastructure so customers can refer to you
  37. 37. 2016 Dr. Ute Hillmer Consequences: The Brand changes The customer fundamentally influences the brand – beyond any marketing control
  38. 38. 2016 Dr. Ute Hillmer Consequences: Support changes Customers exchange experiences and insights. They can often help each other timely and with a lot of detailed knowledge
  39. 39. 2016 Dr. Ute Hillmer Consequences: The Dialog changes Customers can do more than buy – satisfied customers are the best sales team
  40. 40. 2016 Dr. Ute Hillmer Benefits of Digital Marketing
  41. 41. 2016 Dr. Ute Hillmer Task: What are Benefits of Digital Marketing to Buyers and to Sellers? Pin  them  on  the   wall
  42. 42. 2016 Dr. Ute Hillmer BenefitsofDirect andDigital Marketing to Buyers • Convenience • Ready access to many products • Access to comparative information about companies, products, and competitors • Interactive and immediate 17-­‐9
  43. 43. 2016 Dr. Ute Hillmer ThePowerofRecommendations: „I‘ll HaveWhat SheisHaving“
  44. 44. 2016 Dr. Ute Hillmer Benefits, Online Buyers see • Low Prices(38%) • Shopping Convenience (35.1%) • Easy To Compare (33.1%) • Free Shipping (31.5%) • Time Saving (30.8%) • Easy To Buy (29.2%) • Range of Products (17.4%) Infographic  by  Invesp (sources  data  from  eMarketer and  Internetretailer.com) Don’t take these things at face value, because not everything is as it seems. Ask your customers or test it
  45. 45. 2016 Dr. Ute Hillmer Benefit: Low Prices + Price Comparison • Price transparency • Easy price comparison • Comparison Shopping Engines Source Will Web Browse for Food: Wall Street Journal
  46. 46. 2016 Dr. Ute Hillmer Benefit: Customer Service A survey by A Forrester survey asked 4,600 US consumers across 12 industries which they thought was more important, “great customer service” or “low prices.” Customer service won across the board. Source: https://experiencematters.wordpress.com/2009/05/17/customer-service-trumps-price/http://conversionxl.com/
  47. 47. 2016 Dr. Ute Hillmer Benefit: Shopping Convenience Shoppers order when and where it’s most convenient for them. Mobile devices are changing eCommerce Every year, mobile e- commerce sees significant growth and is redefining how we shop online. Source: http://www.ibtimes.com/mobile-devices-are-changing-ecommerce- heres-how-1297265 http://conversionxl.com/
  48. 48. 2016 Dr. Ute Hillmer Benefit: Easy to Compare • People always compare • The average consumer will visit 3 websites before making a purchase • He/she will likely spend more money with sites they visit more frequently. http://conversionxl.com/
  49. 49. 2016 Dr. Ute Hillmer Benefit: Free Shipping For whatever reason, a free shipping offer that saves a customer €5 is more appealing to many than a discount that cuts the purchase price by €8. http://conversionxl.com/
  50. 50. 2016 Dr. Ute Hillmer Benefit: Time Saving/ Easy to Buy We want ways to get our products faster. #1 having stuff buy regularly delivered to where you need it on a subscription basis.
  51. 51. 2016 Dr. Ute Hillmer Benefit: Time Saving/ Easy to Buy #2 through product recommendation engines http://conversionxl.com/
  52. 52. 2016 Dr. Ute Hillmer Benefit: Range of Products Selection matters: You should have enough inventory to satisfy your customers demands. Torrid: “we have good looking stuff, probably in your size” which for the plus size market, is important. http://conversionxl.com/
  53. 53. 2016 Dr. Ute Hillmer Benefit:PeerExchange–Community Building Lean from others, exchange experience and have a sense of community http://conversionxl.com/
  54. 54. 2016 Dr. Ute Hillmer BenefitsofDirect andDigital Marketing to Sellers • Tool to build customer relationships • Low-cost, efficient, fast alternative to reach markets • Flexible • Access to buyers not reachable through other channels • Cost reductions from: – reduced time in customer service – online sales – reduced printing and distribution costs of mktg. material • Measurability of Marketing Effectiveness 17-­‐10
  55. 55. 2016 Dr. Ute Hillmer Benefits ofdigital marketing –The 5Ss The  5  Ss of  Internet  marketing Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice,  5th edition  ©  Pearson  Education  Limited  2013 Sell more Serve extra benefits Speak 2 way Save on Marketing Sizzle
  56. 56. 2016 Dr. Ute Hillmer How can we categorize Digital Marketing?Goals Controllability Technology
  57. 57. 2016 Dr. Ute Hillmer Goals to be achieved in Marketing Information Goals Image Goals Economic Goals Improved customer insight Presentation as a market leader Awareness, visits, registrations, sales… Improved product insight Presentation as innovation leader Customer loyalty and -penetration Generation of ideas Presentation as a Good Citizen Sales and recommendations … … Cost reduction
  58. 58. 2016 Dr. Ute Hillmer Key Online Media Types by Controllability Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice,  5th edition  ©  Pearson  Education  Limited  2013
  59. 59. 2016 Dr. Ute Hillmer Key Online Media Types by Digital Architecture Source: modified after Storymaker WEB- SITE Micro- Site Online- PR PUSH/PULL News- letter Customer WEB- SITE Communication   Channel Corporate Hosting
  60. 60. 2016 Dr. Ute Hillmer Applications of Digital Marketing • Transactional e- commerce site • Services- oriented/relationship building • Brand Building site • Portal or media site • Social network or media site • Freemium service sites Note that these types overlap!
  61. 61. 2016 Dr. Ute Hillmer Applications of Digital Marketing • An advertising medium • A direct-response medium • A platform for sales transactions • A lead-generation method • A distribution channel • A customer service mechanism • A relationship-building medium
  62. 62. 2016 Dr. Ute Hillmer Channelsrequirean IntegratedDigital Marketing Strategy Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice
  63. 63. 2016 Dr. Ute Hillmer Task: What Components and Forms of Digital Marketing do you know? Collect  them   and  Circle  where   you  have   personal   experience
  64. 64. 2016 Dr. Ute Hillmer FormsandComponents of „Digital Marketing“ Company Website Google Adwords PPC Advertising Press Releases Search Engine Marketing Search Engine Optimization Keyword Research Landing Pages Blogging Content Marketing Lead Capture Forms Social Media Marketing Facebook Twitter Google+ LinkedIn Instagram Pinterest WhatsApp Snapchat Copywriting eCommerce WebDesign Mobile Responsive Affiliate Marketing Autoresponders EMail-Marketing Video-Marketing CRM Systems Display Ads Banner Ads Podcasting Graphics design Text Message Marketing Retargeting Site Programming …
  65. 65. 2016 Dr. Ute Hillmer The Digital Toolbox
  66. 66. 2016 Dr. Ute Hillmer How to use Digital Media in Marketing
  67. 67. 2016 Dr. Ute Hillmer The Social Media Toolbox Slide by Solis + Thomas Choose your channels wisely!
  68. 68. 2016 Dr. Ute Hillmer TypesofSocialMedia Interaction by Source 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 Social Sales Social Service Questions & complaints Market Information Customer Preferences (outside-to-outside) (inside-to-outside inside-to-inside) Market Marketing Sales Service Socially-enabled Marketing Socially-enabled Sales Socially-enabled Service F&E Socially-enabled F&E based on Cipriani 2009 WEB- SITE Micro- Site
  69. 69. 2016 Dr. Ute Hillmer TypesofSocialMedia Interaction byPurpose Marketing Sales Service/Support Social Marketing Insight Social Sales Insight Social Support Insight Innovation Social Innovation Insight Rapid Social Marketing Response Rapid Social Sales Response Rapid Social Support Response Crowedsourced F&E Social Event Management Socially-enabled Service Social Campaign Tracking Sales Referal Proactive Lead Generierung
  70. 70. 2016 Dr. Ute Hillmer The Corporate Website: „Center Stage“
  71. 71. 2016 Dr. Ute Hillmer The Corporate Website: „Center Stage“
  72. 72. 2016 Dr. Ute Hillmer The Corporate Webseite: Vendors
  73. 73. 2016 Dr. Ute Hillmer The Corporate Website: „Center Stage“
  74. 74. 2016 Dr. Ute Hillmer The Corporate Website • Company controls the content and the design • Company can backlink all media channels to the site • One stop overview, monitor and archive • Low cost professional site with Open Source tools like Wordpress und Joomla, templates, plug-ins und RSS feeds.
  75. 75. 2016 Dr. Ute Hillmer The Corporate Website • Company must manage and maintain the site including its layout and design, content, tech. support and its URL(s) • Corporate Websites are usually seen as push marketing • Cost and time intensive
  76. 76. 2016 Dr. Ute Hillmer TheCorporateBlog today blog.daimler.de
  77. 77. 2016 Dr. Ute Hillmer TheCorporateBlogyesterday blog.daimler.de
  78. 78. 2016 Dr. Ute Hillmer Dell Blogs Blogs,Forums
  79. 79. 2016 Dr. Ute Hillmer TechCenter Blog, Chat, Community
  80. 80. 2016 Dr. Ute Hillmer Dell Shares Investor Relations
  81. 81. 2016 Dr. Ute Hillmer TypesofSocialMedia Interaction byPurpose Marketing Sales Service/Support Social  Marketing Insight Social  Sales Insight Social  Support   Insight Innovation Social  Innovation Insight Rapid  Social Marketing  Response Rapid  Social   Sales  Response Rapid  Social   Support  Response Crowedsourced F&E Social  Event Management Socially-­‐enabled Service Social  Campaign   Tracking Sales  Referal Proactive  Lead Generierung CRM  =  Customer  Relationship  Management
  82. 82. 2016 Dr. Ute Hillmer TheCorporateBlog TypesofSocialMedia Interaction Marketing Sales Service/Support Social  Marketing Insight Social  Sales Insight Social  Support   Insight Innovation Social  Innovation Insight Rapid  Social Marketing  Response Rapid  Social   Sales  Response Rapid  Social   Support  Response Crowedsourced F&E Social  Event Management Sales  Referal Socially-­‐enabled Service Social  Campaign   Tracking Proactive  Lead Generierung
  83. 83. 2016 Dr. Ute Hillmer The Corporate Blog • You can show that you know a lot about a topic • You are easily found by search engines (search engines follow backlinks; a good article easily generates 10-50 backlinks in a few days) • It is free for the customer and free media for you as a vendor • You can segment your target market nicely • It can be the starting point for new content, hosts conversations, can provide context for news • It can be a starting point for personal brands • Small companies can get to the top of search engine rankings
  84. 84. 2016 Dr. Ute Hillmer The Corporate Blog • Frequency is a must è 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
  85. 85. 2016 Dr. Ute Hillmer TheCorporateBlog Make somerules. 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
  86. 86. 2016 Dr. Ute Hillmer Social Networks
  87. 87. 2016 Dr. Ute Hillmer How Social Networks work Think of Social Networks as a sports club!
  88. 88. 2016 Dr. Ute Hillmer How Social Networks work 2 • Voluntary active or passive membership • Special areas of interests • One communicates where one has something to say (or not), has an opinion, answers questions, asks questions, … • If one is open, friendly and nice, friendships will develop that value ones expertise and opinion • Once one has built a reputation, it will be accepted, even appreciated if one recommends and hints one ones products and services, online shop, other products…
  89. 89. 2016 Dr. Ute Hillmer How Social Networks work 3 Friends are easily found, one links up, meets, networks, … and own expertise distributes …
  90. 90. 2016 Dr. Ute Hillmer Dell on Facebook Community
  91. 91. 2016 Dr. Ute Hillmer Dell on Facebook Ratings
  92. 92. 2016 Dr. Ute Hillmer Dell on Google +
  93. 93. 2016 Dr. Ute Hillmer Festool on Facebook
  94. 94. 2016 Dr. Ute Hillmer Festools: Brandscouts
  95. 95. 2016 Dr. Ute Hillmer Festools: Brandscouts gesteuert
  96. 96. 2016 Dr. Ute Hillmer Dialog Marketing Frage: Würdet Ihr Eure Festool Werkzeuge anderen Personen ausleihen?
  97. 97. 2016 Dr. Ute Hillmer Dialog Marketing User Support
  98. 98. 2016 Dr. Ute Hillmer Dialog Marketing Complaints
  99. 99. 2016 Dr. Ute Hillmer Dialog Marketing Product Comparison 28  Kommentare  später  …
  100. 100. 2016 Dr. Ute Hillmer Service Communication Dialog Marketing
  101. 101. 2016 Dr. Ute Hillmer Pride Dialog Marketing
  102. 102. 2016 Dr. Ute Hillmer Festool on Facebook Development ofFans Mär  10 Apr  10 Mai  10 Jun  10 Jul  10 Aug  10 Sep  10 Okt  10 Nov  10 Dez  10 Jan  11 Feb  11 Mär  11 Apr  11 Mai  11 Jun  11 Jul  11 Aug  11 Sep  11 Okt  11 Nov  11 Dez  11 Jan  12 Feb  12 Mär  12 Apr  12 Mai  12 Jun  12 Entwicklung  Facebook  Fans curtsey of Klaus Danner, Manager Customer Communications
  103. 103. 2016 Dr. Ute Hillmer Social Networks • Direct customer communication • Largest social Network • Many forms of interaction • Entertainment • Full display of many media formats (pictures, movies, games, ...) • Cool ideas result in huge reach • Personal reputation management • Facebook statistics • Efficient marketing tool • Gives companies “a face” or “faces” • Connectable with twitter, Google+, linkedin… • Mobile app • Location updates • Many apps enlarge functionality
  104. 104. 2016 Dr. Ute Hillmer Social Networks • Uncontrolled environment for employees • Time-consuming • Less exciting products can have a hard time gaining recognition • Requires high frequency of relevant content generation • Privacy problems – Like button (documenting all activity on the website) – Open FB tab in Browser – Apps can result in spam • Hard to separate private and business • FB can change the rules as they like (free service) Practice
  105. 105. 2016 Dr. Ute Hillmer Business Oriented Social Networks • More serious environments, no personal content • Suitable for personal business profile pages • Customer + recruiter research • Personal reputation management • Business oriented groups • Business contact initiation and management • Increasingly commercial + spam • Time consuming • Not all audiences are in these networks • Often regional
  106. 106. 2016 Dr. Ute Hillmer Enterprise Networks (ESN) • an internal workplace that streamlines communication among co-workers (Mashable) • Enterprise social networks will become the primary communication channels for noticing, deciding or acting on information relevant to carrying out work. (Gartner) • Offer a variety of communication functionalities and media forms
  107. 107. 2016 Dr. Ute Hillmer Enterprise Social Networks • Community approach • One place for (almost) all communication • give employees a sense of online community • help forge connections between departments, especially within larger corporations • Multimedia repository • Increasingly commercial + spam • Time consuming • Not all audiences are in these networks • Often regional
  108. 108. 2016 Dr. Ute Hillmer Content Sharing Platforms • Online Communities for archiving and sharing content such as: – Photographs and images – Videos – Audios – Presentations
  109. 109. 2016 Dr. Ute Hillmer Supplemented by a Digital Architecture WEB- SITE Micro- Site Online- PR ONLINE PR PUSH/PULL Source: Storymaker News- letter Communication   Channel Corporate Hosting
  110. 110. 2016 Dr. Ute Hillmer Dell on YouTube
  111. 111. 2016 Dr. Ute Hillmer Festtool on Youtube
  112. 112. 2016 Dr. Ute Hillmer Content Sharing Platforms § Easy way to display, archive and share § No need for own infrastructure and storage § Possible real time reporting of events § Products / content is ranked by audience • Copyright problems • Free data upload or information spread is limited • No quality control of content and material
  113. 113. 2016 Dr. Ute Hillmer Crowd Sourcing / Open Innovation
  114. 114. 2016 Dr. Ute Hillmer IdeaStorm OpenInnovationPlatform 19.12.2011
  115. 115. 2016 Dr. Ute Hillmer Dell Shop eCommerce with Social Content
  116. 116. 2016 Dr. Ute Hillmer Festool – Dealer Partnerships
  117. 117. 2016 Dr. Ute Hillmer Recommendation Platforms • bad products are exposed • Here users share experiences, perceptions and recommendations about products, services and organizations . Sometimes detailed discussions can evolve.. • Products are ranked by audience • credibility • good products are usually ranked positively
  118. 118. 2016 Dr. Ute Hillmer Microblogging
  119. 119. 2016 Dr. Ute Hillmer 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)
  120. 120. 2016 Dr. Ute Hillmer Dell on Twitter
  121. 121. 2016 Dr. Ute Hillmer DellOutlet Twitter as anOutletstore
  122. 122. 2016 Dr. Ute Hillmer DellOutlet Germany Twitter as anOutlet store
  123. 123. 2016 Dr. Ute Hillmer DellOutlet China Twitter as anOutletstore
  124. 124. 2016 Dr. Ute Hillmer Werkzeuge   für   höchste  AnsprücheFestool on Twitter curtsey of Klaus Danner, Manager Customer Communications
  125. 125. 2016 Dr. Ute Hillmer Werkzeuge   für   höchste  AnsprücheFestool on Twitter twitter.com/festool 2.854  Follower    7/15 978  Follower    7/12
  126. 126. 2016 Dr. Ute Hillmer DellCares Twitter as aSupport Channel
  127. 127. 2016 Dr. Ute Hillmer Tools for the toughest demandsFesttool on Twitter ausgewählte Follower curtsey of Klaus Danne, Manager Customer Communications
  128. 128. 2016 Dr. Ute Hillmer Twitter • Mobile • real time • fast • cheap • real-time market research • advertising allowed • direct customercontact • great monitoring tool (alternative clients, e.g. tritterdeck) • interest based, not friendship based • global • multimedia • 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
  129. 129. 2016 Dr. Ute Hillmer Mobile Messaging • WhatsApp: a cross-platform instant messaging application that allows users to exchange text, image, video and audio messages for free. It is especially popular with end users to do international text messaging and phone calls.In addition to basic messaging, it provides group chat, phone service+ location sharing options. Recently, first business information messages get distributed, e.g. trading & currency information. • Snapchat: add captions, drawings and filters to photos and videos (also known as "snaps"). Unlike other messaging apps, you can view snaps for a maximum of 10 seconds, and then it's gone for good. Anything shared through the service self-destructs, leaving no evidence that it existed.
  130. 130. 2016 Dr. Ute Hillmer TypesofSocialMedia Interaction by Source 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 Social Sales Social   Service Questions  & complaints Market Information Customer Preferences (outside-­‐to-­‐outside) (inside-­‐to-­‐outside inside-­‐to-­‐inside) Market Marketing Sales Service Socially-­‐enabled Marketing Socially-­‐enabled Sales Socially-­‐enabled Service F&E Socially-­‐enabled F&E based on Cipriani 2009 WEB- SITE Micro- Site
  131. 131. 2016 Dr. Ute Hillmer Areas ofAction in Social CRM Marketing Sales Service/Support Social  Marketing Insight Social  Sales Insight Social  Support   Insight Innovation Social  Innovation Insight Rapid  Social Marketing  Response Rapid  Social   Sales  Response Rapid  Social   Support  Response Crowedsourced F&E Social  Event Management Socially-­‐enabled Service Social  Campaign   Tracking based on Altimeter Group 2010 Sales  Referal Proactive  Lead Generierung
  132. 132. 2016 Dr. Ute Hillmer Startingpointfor SocialCustomer Relationship Management Marketing Sales Service/Support Social  Marketing Insight Social  Sales Insight Social  Support   Insight Innovation Social  Innovation Insight Rapid  Social Marketing  Response Rapid  Social   Sales  Response Rapid  Social   Support  Response Crowedsourced F&E Social  Event Management Socially-­‐enabled Service Social  Campaign   Tracking based on Altimeter Group 2010 Sales  Referal Proactive  Lead Generierung
  133. 133. 2016 Dr. Ute Hillmer SocialMedia Monitoring Remember: Theytalkaboutyou! • They do it with or without you … you should steer the direction best you can! • Dell Hell was a showcase starting point in 2005 19.12.2011
  134. 134. 2016 Dr. Ute Hillmer Why 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
  135. 135. 2016 Dr. Ute Hillmer 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/neutralizestakeholder discrepancy of expectations. Develop an “early warning system” 19.12.201 1
  136. 136. 2016 Dr. Ute Hillmer Evolution in CRM Transaction- and processoriented Technology enabled customer processes in order to support and organize sales-, marketing and support activities (Shaw) Eigenes   Unternehmen KonkurrenzSupplier  /  Partner Kunde Kunde KundeKunde Kunde Kunde Kunde CRM  1.0 Eigenes   Unternehmen KonkurrenzSupplier  /  Partner Kunde Kunde KundeKunde Kunde Kunde Kunde Kunde Kunde Kunde Kunde Kunde Kunde CRM  2.0 Conversation- and process oriented Involving customers for better customer insight, trust building, building brand loyalty, problem recognition and customer segmentation. More customer insight through his network connections and communities.
  137. 137. 2016 Dr. Ute Hillmer Dell „SocialMedia ListeningCommand Center“ Objective § Inform: customer feedback in real time § Listen and act: recognize alarm signals early and act upon them § Ensure effective + appropriate customer interaction § Support: Information + support for the influencers and communities with influence online Target § all relevant departments § customers and prospects § communities / influencer SM Strategy § control center Check out: GoogleAnalytics, Klout Score; Hotsuite
  138. 138. 2016 Dr. Ute Hillmer Hands on
  139. 139. 2016 Dr. Ute Hillmer Task: Discover Online Marketing Strategies and their Differences Discuss how companies use direct, online, social media and mobile marketing to reach their desired outcome 17-­‐4
  140. 140. 2016 Dr. Ute Hillmer Investigate Digital Marketing Strategies (TeamSize 4) Investigate twoexample ofthis list: • Transactional e-commerce site – Amazon, Dell, Mymuesly.com,Apo-rot.de, e-bay, Audible • Services-oriented/relationship building – Daimler Trucks,Festools.de,Accenture, British Gas, Salesforce, IBM, Bosch, Zeiss Camera Lenses, Sage.com, Krones.de,Dell.com, Avira, yourcompany • Brand Building site – Nestle, Guinness,Coca-Cola, Litago.no, Tango,your favourite brand? … Investigate oneexample ofthislist: • Portal or media site – Yahoo!, Bing, Silicon.com, wall street journal, … • Social network or media site – Xing, LinkedIn, Facebook,Twitter, … • Freemium service sites – Evernote, Spotify, Feedly, Teams  of  4,  60   Minutes,  investigate   and  in  5  Min:   1.  explain  in  a  few   words  what  the  focus   of  their  strategy  is 2.  show  us  2  best   practices  you  liked
  141. 141. 2016 Dr. Ute Hillmer Hands on Exploitation (TeamSize 4) What comes across as their Value Proposition? Who seems to be their Ideal Customer? In what channels are they present? • Why are they there? What is their goal? • Who is their ideal customer in this activity? (their #1 target) • What media channels do they use? Explain why you think they use them. • Do they do cross media activities? a 360° approach • Evaluate: Do they achieve their goal? What do they do well, what should be improved? • Show us an examples of what they do especially good or really bad (“teach us”) we’ll discuss Digital Media while you work and present Teams  of  4,  60   Minutes,  investigate   and  in  5  Min:   1.  explain  in  a  few   words  what  the  focus   of  their  strategy  is 2.  show  us  2  best   practices  you  liked
  142. 142. 2016 Dr. Ute Hillmer Lead Generation Online: The Digital Launch Process
  143. 143. 2016 Dr. Ute Hillmer Key Campaign Planning Issues • The Goal – which specific goals should be set for online campaigns and how do we measure success? • The Reach – How to get traffic • The Response – What response mechanisms will be most effective?
  144. 144. 2016 Dr. Ute Hillmer Campaigns are Not New
  145. 145. 2016 Dr. Ute Hillmer Digital Campaign Communication Flow • One-to-one • One-to-many with and without the Internet Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice
  146. 146. 2016 Dr. Ute Hillmer Product / Project Launch Campaign Source:  Myrco Thum
  147. 147. 2016 Dr. Ute Hillmer Product Launch Formula http://productlaunchformula.com/sideways-video/
  148. 148. 2016 Dr. Ute Hillmer Mental Triggers • Community • Anticipation • Authority • Reciprocity • Social Proof • Scarcity • Conversation • Trust • Events/Rituals • Likability • Commitment
  149. 149. 2016 Dr. Ute Hillmer The Trends Image by Conversion XL
  150. 150. 2016 Dr. Ute Hillmer Figure  1.12 Evolution  of  web  technologies Source:  Adapted  from  Spivack  (2007)
  151. 151. 2016 Dr. Ute Hillmer AStartingPoint: Intelligent PersonalAgentsNov. 2015 TNWNewsNov 3, 2015
  152. 152. 2016 Dr. Ute Hillmer Campaign Characteristics Offline-Online Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice
  153. 153. 2016 Dr. Ute Hillmer
  154. 154. 2016 Dr. Ute Hillmer Dankeschön!

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