Social Media 12/11 Lecture Part1
Why is Marketing Changing?
Do I have to be in Social Media as a Company?
Do I really have to be there as a B2B Company?
...
and once I have convinced you:
How to get started!
Social Media Winter 2011 lecture part1
4. How did you buy yesterday?
How do you buy today?
How will you buy tomorrow?
SOCIAL MEDIA changes the way individuals and companies
form their opinion about buying decisions.
Dr. Ute HIllmer 15.07.2011
6. Change Engines on the Meta Level
Technological Development
Digitalization Visualisation tech.
Network technologies Social Media
Converging media Digitale distribution
Storage technologies Intellig. automation
…
Social Development
The major customer
„der mündige Mensch“
Selfconfidence
Participation
Self‐determination
Individualisation
Dr. Ute HIllmer 19,12.2011
9. 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
11. Dr. Ute HIllmer
Social Media: Does it Pay Off? 1
15.07.2011
http://www.experian.com/simmons‐
research/register‐2011‐social‐media‐consumer‐
trend‐report.html
12. Dr. Ute HIllmer
Social Media: Does it Pay Off? 2
19.12.2011
http://www.experian.com/simmons‐
research/register‐2011‐social‐media‐consumer‐
trend‐report.html
20. How Social Media Matters to B2B
Chief stakeholders may not be using social media.
But lieutenants will
Social media is impacting how B2B decisions are
being made.
Background research
Expertise
Search results impact
Dr. Ute HIllmer 19.12.2011
21. Social Media
Not just for nurds
Dr. Ute HIllmer 15.07.2011
22. 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 Dr. Ute HIllmer
19.12.2011
24. 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!!
Dr. Ute HIllmer 15.07.2011
25. How to get started
2. What do you intent to achieve?
• Win additional customers • Increase communication
• Gain a new customer base with 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!
Dr. Ute HIllmer 15.07.2011
27. How to get started
4. The Content
LISTEN
Relevance talk
energize
Benefit support
Entertainment
integrate
bond
Groundswell 2008, S.77
28. How to get started
5. Set Strategy + Processes
Ask yourself
Where are my customers => Which social networks will
What product(s) are suitable be suitable?
for social networks? What reactions should I be
How do I position these prepared to get?
products? How will I react to negative
Does my CI and brand fit the feedback from blogs, etc.?
online community? Do I communicate
How do I communicate online centralized or distributed?
(tone and stile)?
You have no glue? Then have a look how your
competitors do it! Dr. Ute HIllmer 15.07.2011
31. 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.
Dr. Ute HIllmer 15.07.2011
Levine , Locke, Searls ,Weinberger: The Cluetrain Manifesto: The End of Business as Usual, 1999.
32. 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
Dr. Ute HIllmer 15.07.2011