The Social Media Toolbox (updated 2012)

Social Media
Basics
What do I have to know and
understand to get started?
20.9.2012 Dr. Ute Hillmer

How to get started
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!!

How to get started
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!

How to get started
3. Where are your customers having their conversations?
LISTEN!!
“Let's spend a day in your customers talk
media mix and learn to understand
what they experience, how they feel, energize
and most of all, how they support
communicate and interact. “
Kevin Colleran, Facebooks #1 Sales Rep Integrate

BOND

How to get started
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!

Social Media Marketing has an ever
growing Toolbox
– Search Engines – Video Sites (YouTube, …)
– Forums – Price Search Engines
– Blogs – Rating Sites
– Interest Groups – Picture Galleries, Social
– Portals Galleries (Spotify, Pinterest…)
– Social Networks – Music Galleries (Spotify,…)
(Facebook, Twitter, Xing, LinkedIn…) – Apps, Location Based Apps
– Podcasts – Social Games
– Social Media Monitoring (SMM) – …


Consequences of Social Media Marketing
for the Product Range “The Long Tail”
•

Chris Anderson: The Long Tail, 2006.

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.

Levine , Locke, Searls ,Weinberger: The Cluetrain Manifesto: The End of Business as Usual, 1999.

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


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?


The
Social Media
Toolbox


What Media Channels
should I use?

Where should my
company be present?


The Social Media Toolbox

Choose your
channels
wisely!

Slide by Solis + Thomas

Select YOUR Tools
not All Tools!


Social Media as a Workflow Process
Communication
Hosting Corporate Channel

Youtube PR Content XING

Website Facebook
Flickr
Microsites Twitter
Issuu
Blog LinkedIn
Slideshare Newsletter Google+

20.9.2012 Dr. Ute Hillmer Slide based on Björn Eichstädt, Storymaker

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
20.9.2012 Dr. Ute Hillmer Marketing Sales Service F&E

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

based on Altimeter Group 2010

360° Medienmanagement
Kundenprofile beachten
• Was machen Silver Surfer (>50 J.)
Online?


360° Medienmanagement
Kundenprofil: Digital Natives
Was machen Digital Natives (zwischen 14 und 29 J.) online?


The Corporate Website:
Center Stage


The Corporate Website:
Center Stage +Aggregation Point


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.


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


The Corporate Blog
the “Sun of the Solar Content System”


The Corporate Blog
blog.daimler.de


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


Direct2Dell Blog


TechCenter Blog, Chat, Community


Dell Shares Investor Relations


The Corporate Blog
Employees as Experts


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

http://www.ibm.com/blogs/zz/en/guidelines.html

Types of Social CRM Interaction
Social Questions &
Service complaints

Social Market

triggered social
Social Customer
Existing Social Media
Corporate Social Content Networks
Corporate Blogs, Forums, (Facebook, Xing, Twitter,
Networks, etc.)


(inside‐to‐outside Data Mining

Marketing Sales Service R&D
20.9.2012 Dr. Ute Hillmer Marketing Sales Service R&D

The Corporate Blog




Sales Referal
Management Service



The Corporate Blog
• You can show that you know a lot about a topic
• You are easily found by search engines (search engines follow
backlinks; a good article easily generates 10-50 backlinks in a few days)
• It is free for the customer and free media for you as a
vendor
• You can segment your target market nicely
• It can be the starting point for new content, hosts
conversations, can provide context for news
• It can be a starting point for personal brands
• Small companies can get to the top of search engine
rankings

The Corporate Blog
• Frequency is a must  time consuming
• You are not credible in a “controlled” bog
• You don’t control what is said in an open employee
blog
• Generating relevant and interesting content on a
frequent basis is not easy


Social Networks


Social Networks 2
Social networks are network communities on the
internet. Users can add friends or followers and
send them messages or notify them about updates
concerning themselves.


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


How Social Networks work
Think about a
sports club!


How Social Networks work 2
• Voluntary active or passive membership
• Special areas of interests
• One communicates where one has something to say
(or not), has an opinion, answers questions, asks
questions, …
• If one is open, friendly and nice, friendships will develop
that value ones expertise and opinion
• Once one has built a reputation, it will be accepted,
even appreciated if one recommends and hints one
ones products and services, online shop, other
products…

How Social Networks work 3
Friends are easily found,
one links up, meets, networks, …
and own expertise distributes …


Dell on Facebook Community
Objective
 Customer insight
 Customer bonding, pos. Brand
recognition
Target
 Segmented customer groups
and prospects
SM Strategy
 „Be were your customer is“
 Offer community experience
Results
 644.723 likes (July 2011)
 909.910 likes (Dec 2011)

Dell on Facebook Ratings


Dell on Google +


Dell on Google + Hangouts


Festool on Facebook
facebook.com/festool.de

39.559 Fans

Stand: 09.07.2012

curtsey of Klaus Danner,
Manager Customer
Communications

Festool on Facebook Fanpage
• http://www.facebook.com/festool.de
• Sprachen: Deutsch
Beiträge von Festool auf Facebook:
• Produkte und Angebote
• Aktuelle Informationen
• Messen und andere Events
• Fanaktionen: Fotowettbewerb, Poster, Testimonials

Beiträge von Usern auf Facebook:
• Fragen zur Anwendung
• Produktvergleich
• Fragen zur Reparatur von Festool-Produkten
• Fragen zu Service & Bestellungen

curtsey of Klaus Danner, Manager Customer Communications

Festtool Ziele der Nutzung von Social Media

Information & Problemlösung & Beratung Beschwerden &
Wissensaustausch Hilfe Reklamation

Kaufbestätigung Affinitätsimpuls, Profilierung, Altruistischer Impuls,
Bekenntnis zur Marke Reputation Hilfsbereitschaft

20.9.2012 Dr. Ute Hillmer curtsey of Klaus Danner, Manager Customer Communications

Festool on Facebook Fanpage Meinungen


Festool on Facebook Fanpage Fragen
Frage: Würdet Ihr Eure Festool Werkzeuge anderen Personen
ausleihen?


Festool on Facebook Fanpage Anwendungsberatung


Festool on Facebook Fanpage Produktvergleich

28 Kommentare später …


Festool on Facebook Fanpage Beschwerdekanal


Festool on Facebook Fanpage Servicekommunikation


Festool on Facebook Fanpage Kunden-Stolz


Festool on Facebook Information Flow

Anwendungs‐
fragen
Service & Beschwerde‐
Direkte
Management Reaktion im
Social Media Kanäle
– incl. Monitoring Social Web
Beratungs‐
bedarf System
 Service
 Support
Meinungsführer  Beschwerdem.
Beschwerden Management
 Kundenzufriedenh.
 Produkte
…
Produkt‐
Diskussion

PR
Indirekte
Reaktion z.B.
Berichte Presse /neue
Produkttests
Produkte

Marketing/
Rechtsabteilung…


Mrz 10

Apr 10
Mai 10
Jun 10
Jul 10
Aug 10
Sep 10
Okt 10
Nov 10
Dez 10
Jan 11
Feb 11
Mrz 11
Apr 11
Mai 11
Festool on Facebook

Jun 11
Jul 11
Aug 11
Sep 11
Okt 11
Entwicklung Facebook Fans

Nov 11
Dez 11
Jan 12
Feb 12
Mrz 12
Fan-Development

Apr 12
Mai 12
Jun 12

Starting point for Social Customer Relationship
Management




Sales Referal
Management Service



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

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

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


Content Sharing Platforms
• Online Communities for archiving and sharing
content such as:
– Photographs and images
– Videos
– Audios
– Presentations


Festtool on Youtube

youtube.com/festool

März 2010 bis Juni 2012

1.071.330 views

curtsey of Klaus Danner,
Manager Customer
Communications


Mrz 10
Apr 10

Mai 10
Jun 10
Jul 10
Aug 10
Sep 10
Okt 10
Nov 10
Dez 10
Jan 11
Feb 11
Mrz 11
Festool on Youtube

Apr 11
Mai 11
Jun 11
Jul 11
Aug 11
Youtube ‐ Views pro Tag

Sep 11
Okt 11
Entwicklung

Nov 11
Dez 11
Jan 12
Feb 12
Mrz 12
Apr 12
Mai 12
Jun 12

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


Crowd Sourcing / Open Innovation

19.12.2011


Dell‘s Crowdsourcing Aktivitäten


IdeaStorm Open Innovation Platform

Objective
 Collect product ideas, and Product solution ideas from customers
 Custoner insight ranked by urgency
Target
 customer
 prospect
 Marketing
SM Strategy R&D
 Engagement + learning
Results (7/11)
 15.000 ideas
 >900.000 votes
 500 ideas implemented

20.9.2012 Dr. Ute Hillmer 19.12.2011

Dell Design Studio Mass Individualisation
Objective
 mass
customization
 brand
recognition
Target
 individualistic
customers +
prospects
SM Strategie
 online offer


Open Innovation through Social Media


Turning the R&D Processes Upside Down!

Cash flow over time

Market Demand:
Product Lifecycle

R&D

inbound Marketing

outbound Marketing


Starting point forSocial Customer Relationship
Management




Sales Referal
Management Service



Dell Shop eCommercewith Social Content

Objective
 sales
 Change brand perception
Target
 customers
 prospects
SM Strategie
 eShop with rankings +
reviews


Festool – Dealer Partnerships


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


Social Questions &
Service complaints

Social Market

triggered social
Social Customer
Networks, etc.)



19.12.2011

Microblogging


Twitter
Microblogging is a form of blogging that allows
users to send brief text updates (or micromedia
such as photos or audio clips) and publish them.
These messages can be submitted by a variety of
means like text messaging, instant messaging, E-
mail, digital audio or the web. (Wikipedia)


Dell on Twitter


Dell‘s Twitter Activities


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)

20.9.2012 Dr. Ute Hillmer 19.12.2011

DellOutlet Deutschland Twitter as an Outletstore


DellOutlet China Twitter as an Outletstore


Festtool on Twitter
twitter.com/festool

978 Follower

Stand 09.07.2012


Festtool on Twitter
• http://twitter.com/festool
• Sprache: Deutsch

Beiträge von Festool auf Twitter:
• Produkte und Angebote
• Online-Umfrage
• Informationen zu Messen

Beiträge von Usern auf Twitter:
• Bauanleitungen von Festool
• Fragen zu Produkten


Festtool on Twitter ausgewählte Follower


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

Social Questions &
Service complaints

Social Market

triggered social
Social Customer
Networks, etc.)




20.9.2012 Dr. Ute Hillmer Marketing
Dr. Ute Hillmer, Better Reality Marketing Sales Service R&D
19.12.2011

DellCares Twitter as a Support Channel
Objective
 Solve customer problems
 Change brand recognition
Target
 customers
 prospects
SM Strategy
 Twitter as a support channel
Results
 10.000 follower (7/11)
 15.600 follower (12/11)
 13.460 Tweets


Social Questions &
Service complaints

Social Market

triggered social
Social Customer
Networks, etc.)





Monitoring Twitter as a trend scout
Objective
 Identify future trends
 Identify brand + product issues
Target
 Marketing
 R&D
SM Strategy
 Twitter als Supportkanal


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”

20.9.2012 Dr. Ute Hillmer 19.12.201
1

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


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

20.9.2012 Dr. Ute Hillmer Dr. Ute Hillmer, Better
19.12.201
Reality Marketing
1

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

19.12.201
Reality Marketing
1

SMM Value Creation and KPIs
Traditional Online Marketing
Page Impressions
Unique Visitors
Conversions
Social Media Marketing
Foster Dialog
Promote Advocacy
Facilitate Support
Spur Innovation

19.12.201
Reality Marketing
1

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


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.


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.

Conversation- and process oriented

Evolution in CRM Involving customers for better customer
insight, trust building, building brand loyalty,
problem recognition and customer
Transaction- and process oriented
segmentation.
Technology enabled customer processes in order More customer insight through his network
to support and organize sales-, marketing and connections and communities.
support activities (Shaw)

CRM 2.0
CRM 1.0
Kunde Kunde
Kunde Kunde

Kunde Kunde Kunde Kunde

Kunde Kunde
Konkurrenz Supplier / Partner
Konkurrenz Supplier / Partner
Kunde Kunde
Kunde Kunde

Eigenes
Kunde Unternehmen Kunde
Eigenes
Kunde Unternehmen Kunde
Kunde Kunde

Dell „Social Media Listening Command Center“
Objective
 Inform: customer feedback in real time
 Listen and act: recognize alarm signals
early and act upon them
 Ensure effective + appropriate customer
interaction
 Support: Information + support for the
influencers and communities with
influence online
Target
 all relevant departments
 customers and prospects
 communities / influencer

SM Strategy
 control center

Social Questions &
Service complaints

Social Market

triggered social
Social Customer
Networks, etc.)




20.9.2012 Dr. Ute Hillmer Marketing
Dr. Ute Hillmer, Better Reality Marketing Sales Service F&E
19.12.2011

Social CRM functional architecture

Market‐
Corporate Social Content Ext. Social Media Networks
Market
oriented (Corporate Blogs, Forums, Branded / (Facebook, MySpace, Twitter,
Social Tools unbranded Social Networks, etc.) Linkedin, etc.)

Social Channel
Interface

Traditional Channel Website Letter
Face to face
Interfaces Phone / E‐mail
SMS Internal Social Tools Fax
(Internal blogs, wikis, sharing platforms, social
Interne POS Business
networks, innovation portal, etc.)
Collaboration Tools Partner

Social CRM Layer

Traditionalle Processes Marketing Sales Service F&E
Based on Cipriani 2009
Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

Starting point for Social Customer Relationship
Management




Sales Referal
Management Service



Recap Social Media Toolbox
• What was most important for you in this
session?
Discuss it in the workgroup from the role
play.

• Make one joint statement

• What is unclear?

The Social Media Toolbox (updated 2012)

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Destacado

Destacado (9)

Similar a The Social Media Toolbox (updated 2012)

Similar a The Social Media Toolbox (updated 2012) (20)

Más de Dr. Ute Hillmer (PhD)

Más de Dr. Ute Hillmer (PhD) (20)

Último

Último (20)

The Social Media Toolbox (updated 2012)