The Social Media Toolbox - what channels should my B2B company use?

The
Social Media
Toolbox

Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

What Media Channels
should I use?

Where should my
company be present?


The Social Media Toolbox

Choose your
channel wisely

Slide by Presentation Advisors

Select YOUR Tools
not All Tools!


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

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
Accou
Corporate Blogs, Forums, (Facebook, Xing, Twitter, Page nt
branded / unbranded Social Linkedin, etc.)
Networks, etc.) Google …
+
Business‐ Customer‐facing
triggered social employee

interactions Monitoring /
(inside‐to‐outside Data Mining
Corp.
inside‐to‐inside)
Website

Socially‐enabled Socially‐enabled Socially‐enabled Socially‐enabled
Marketing Sales Service F&E

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

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 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

How to get started
3. Which Media to choose?
Marketinggoal  Get visitors to the generate interest for a
website conference
 Media

maybe

maybe


“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


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 +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
as 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


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.)



Marketing Sales Service R&D

R&D
19.12.2011

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


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

Dr. Ute Hillmer, Better Reality Marketing http://www.ibm.com/blogs/zz/en/guidelines.html
19.12.2011

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


Areas of Action in Social CRM




Sales Referal
Management Service



Starting point for Social Customer
Relationship Management




Sales Referal
Management Service



Social Networks
 Direct customer communication  Efficient marketing
 Largest social Network tool
 Many forms of interaction  Gives companies “a
face” or “faces”
 Entertainment
 Connectable with
 Full display of many media
twitter, Google+,
formats (pictures, movies, games, ...)
linkedin…
 Cool ideas result in huge reach
 Mobile app
 Personal reputation
 Location updates
management
 Many apps enlarge
 Facebook statistics
functionality


Social Networks Practice

 Uncontrolled  Privacy problems
environment for  Like button (documenting all
activity on the website)
employees
 Open FB tab in Browser
 Time‐consuming  Apps can result in spam
 Less exciting products  Hard to separate private
can have a hard time and business
gaining recognition
 FB can change the rules
 Requires high frequency as they like (free service)
of relevant content
generation

Business Oriented Social Networks

 More serious environments,
no personal content  Increasingly commercial
 Suitable for personal + spam
business profile pages
 Time consuming
 Customer + recruiter
research  Not all audiences are in
these networks
 Personal reputation
management  Often regional
 Business oriented groups
 Business contact initiation
and management

Content Sharing Platforms

 Online Communities for archiving and sharing
content such as:
 Photographs and images
 Videos
 Audios
 Presentations


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


Content Sharing Platforms

 Easy way to display,  Copyright problems
archive and share  Free data upload or
 No need for own information spread is
infrastructure and limited
storage  No quality control of
 Possible real time content and material
reporting of events
 Products / content is
ranked by audience

Crowd Sourcing / Open Innovation


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  Marketing
 prospect  R&D
SM Strategy
 Engagement + learning
Results (7/11)
 15.000 ideas
 >900.000 votes
 500 ideas implemented


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


Open Innovation throughSocial Media


Directly involved Innovation Resources:
R&D and Marketing (inbound+outbound)
Cash flow over time

Market
Demand:
Product
Lifecycle
R&D

inbound Marketing

outbound Marketing


Starting point forSocialCustomer
Relationship Management




Sales Referal
Management Service



Online Shops


Dell Shop eCommercewith Social Content

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


Recommendation Platforms
Here users share experiences, perceptions and
recommendations about products, services and
organizations . Sometimes detailed discussions can
evolve..

 Products are ranked by  bad products are exposed
audience
 credibility
 good products are usually
ranked positively


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 TwitterActivities


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)


DellOutlet Deutschland Twitter as an Outletstore


DellOutlet China Twitter as an Outletstore


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


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


Twitter
 fast
 cheap  only short messages (Twitter
 real‐time communication 140 characters)
 real‐time market research  short lifetime of tweets
 advertising allowed  a lot of meaningless
information in twitter sphere
 direct customer
 difficult to measure
 great monitoring tool
(alternative clients, e.g. tritterdeck)  Spam / unpleasant followers
 interest based, not possible
friendship based  Fast media for fast + easy
 global mistakes
 mobile

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


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 to support and organize sales‐, More customer insight through his network
marketing and support activities (Shaw) connections and communities.

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 Dr. Ute Hillmer, Better Reality Marketing 19.12.2011

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.)




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

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?


Hands on Exploitation
Investigate the online + social media activities of
one of the following companies:
 Mymuesli.com (Online Composition and Retail)
 Krones.de (B2B)
 Litago.no (Customer Experience)

Present in 5 Minutes, what they do Online and what
you think is useful and what not.


Suggested Reading
 Groundswell by Charlene Li, Josh Bernoff
 Positioning by Trout and Ries
 In Pursuit of Wow! + The Tom Peters Seminar by Tom Peters
 What would Google do by Jeff Jarvis
 All Marketeers tell Stories by Seth Godin
 1 to 1 Marketing Future by Don Peppers
 CRM at the Speed of light by Paul Greenberg
 The Long Tail by Chris Anderson
 The Wisdom of Crowds by James Surowiecki
 Crossing the Chasm by Geoffery Moore
 Selling the Dream by Guy Kawasaki


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