the social media toolbox - what channels should my b2b company use?

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A description of the most common Social Media channels, various use models and B2B cases, Plus and minus lists per channel. Make up your own mind and select the channels that are right for you.

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TheSocialMedia Toolbox 

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

What Media Channels should I use?

Where  should  my company  be  present?

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

The SocialMedia Toolbox

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Choose yourchannel wisely

Slide by PresentationAdvisors

Select   YOUR Toolsnot All Tools!

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

PR Content

Website

Microsites

Blog

Social Media as a Workflow Process

Newsletter

Communication Channel Corporate Hosting

XING

Facebook

Twitter

Foursquare

Yammer

Youtube

Flickr

Issuu

Slideshare

19.12.2011Dr. Ute Hillmer, Better Reality MarketingSlide by Björn Eichstädt, Storymaker

Types of Social Media Interactionby Source

Existing Social Media(Facebook, Xing, Twitter, 

Linkedin, etc.)

Corporate Social ContentCorporate Blogs, Forums, branded / unbranded Social 

Networks, etc.)

Customer‐facingemployee

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‐outsideinside‐to‐inside)

Market

Marketing Sales Service

Socially‐enabledMarketing

Socially‐enabledSales

Socially‐enabledService

F&E

Socially‐enabledF&E

Corp. Website

19.12.2011Dr. Ute Hillmer, Better Reality Marketingbased on Cipriani 2009

FB Page

Google+

TwitterAccount

TypesofSocialMedia InteractionbyPurpose

Marketing Sales Service/Support

Social MarketingInsight

Social SalesInsight

Social Support Insight

Innovation

Social InnovationInsight

Rapid SocialMarketing Response

Rapid Social Sales Response

Rapid Social 

Support ResponseCrowedsourced

F&E

Social EventManagement

Socially‐enabledService

Social Campaign Tracking

based on Altimeter Group 2010

Sales Referal

Proactive LeadGenerierung

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

CRM = Customer Relationship Management

How to get started3. Which Media to choose?

generate interest for a conference

Marketinggoal

Med

ia 

Get visitors to the website

maybe

maybe

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

“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

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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

Online?

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

The Corporate Website:Center Stage +Aggregation Point

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

The Corporate Website:Center Stage +Aggregation Point

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

The Corporate Website:Center Stage +Aggregation Point

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

The Corporate Website:Center Stage +Aggregation Point

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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.

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

The Corporate Blogblog.daimler.de

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Direct2Dell  Blog

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

TechCenter Blog, Chat, Community

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Dell Shares Investor Relations

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

TechCenter Blog, Chat, Community

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

The Corporate BlogEmployees as Experts

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Types of Social CRM  Interaction

Existing Social Media Networks

(Facebook, Xing, Twitter, Linkedin, etc.)

Corporate Social ContentCorporate Blogs, Forums, branded / unbranded Social 

Networks, etc.)

Customer‐facingemployee

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‐outsideinside‐to‐inside)

Market

Marketing Sales Service

Socially‐enabledMarketing

Socially‐enabledSales

Socially‐enabledService

R&D

Socially‐enabledR&D

19.12.2011Dr. Ute Hillmer, Better Reality Marketingbased on Cipriani 2009

The Corporate BlogTypesofSocialMedia Interaction

Marketing Sales Service/Support

Social MarketingInsight

Social SalesInsight

Social Support Insight

Innovation

Social InnovationInsight

Rapid SocialMarketing Response

Rapid Social Sales Response

Rapid Social 

Support ResponseCrowedsourced

F&E

Social EventManagement

Sales ReferalSocially‐enabled

Service

Social Campaign Tracking

based on Altimeter Group 2010

Proactive LeadGenerierung

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

The 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 ChristensenManager, Social Media Communications

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Social Networks

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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.

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Built and MaintainNetworks

Individuals, professionals and companies look for suitable networks and clusters

Within a network, they look for suitable groups and joint them 

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

How Social Networks  work

Think about a sports club!

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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…

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

How Social Networks work 3

Friends are easily found, one links up, meets, networks, …and own expertise distributes …

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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)

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Dell on Facebook Ratings

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Dell on Google + 

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Dell on Google + Hangouts

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Types of Social CRM  Interaction

Existing Social Media Networks

(Facebook, Xing, Twitter, Linkedin, etc.)

Corporate Social ContentCorporate Blogs, Forums, branded / unbranded Social 

Networks, etc.)

Customer‐facingemployee

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‐outsideinside‐to‐inside)

Market

Marketing Sales Service

Socially‐enabledMarketing

Socially‐enabledSales

Socially‐enabledService

R&D

Socially‐enabledR&D

19.12.2011Dr. Ute Hillmer, Better Reality Marketingbased on Cipriani 2009

Areas of Action in Social CRM

Marketing Sales Service/Support

Social MarketingInsight

Social SalesInsight

Social Support Insight

Innovation

Social InnovationInsight

Rapid SocialMarketing Response

Rapid Social Sales Response

Rapid Social 

Support ResponseCrowedsourced

F&E

Social EventManagement

Socially‐enabledService

Social Campaign Tracking

based on Altimeter Group 2010

Sales Referal

Proactive LeadGenerierung

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Startingpoint for Social Customer Relationship Management

Marketing Sales Service/Support

Social MarketingInsight

Social SalesInsight

Social Support Insight

Innovation

Social Innovation

Insight

Rapid SocialMarketing Response

Rapid Social Sales Response

Rapid Social 

Support ResponseCrowedsourced

F&E

Social EventManagement

Sales ReferalSocially‐enabled

Service

Social Campaign Tracking

based on Altimeter Group 2010

Proactive LeadGenerierung

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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

Practice

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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)

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

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Content Sharing Platforms

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

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

PR Content

Website

Microsites

Blog

Social Media as a Workflow Process

Newsletter

Communication Channel Corporate Hosting

XING

Facebook

Twitter

Foursquare

Yammer

Youtube

Flickr

Issuu

Slideshare

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Crowd Sourcing  / Open Innovation

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Dell‘s  Crowdsourcing Aktivitäten

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

IdeaStorm Open Innovation Platform

Objective Collect product ideas, andProduct solution ideas fromcustomers Custoner insight ranked byurgency

Target customer prospect

SM Strategy Engagement + learning

Results (7/11) 15.000 ideas >900.000 votes 500 ideas implemented

Marketing R&D

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Dell Design Studio Mass Individualisation

Objective masscustomization

brandrecognition

Target individualisticcustomers + prospects

SM Strategie online offer

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Open Innovation throughSocialMedia

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Directly involved Innovation Resources:  R&D andMarketing (inbound+outbound)

R&D

Market Demand: Product Lifecycle

outbound Marketing

inbound Marketing

Cash flow over time

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Types of Social CRM  Interaction

Existing Social Media Networks

(Facebook, Xing, Twitter, Linkedin, etc.)

Corporate Social ContentCorporate Blogs, Forums, branded / unbranded Social 

Networks, etc.)

Customer‐facingemployee

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‐outsideinside‐to‐inside)

Market

Marketing Sales Service

Socially‐enabledMarketing

Socially‐enabledSales

Socially‐enabledService

R&D

Socially‐enabledR&D

19.12.2011Dr. Ute Hillmer, Better Reality Marketingbased on Cipriani 2009

Areas of Action in Social CRM

Marketing Sales Service/Support

Social MarketingInsight

Social SalesInsight

Social Support Insight

Innovation

Social InnovationInsight

Rapid SocialMarketing Response

Rapid Social Sales Response

Rapid Social 

Support ResponseCrowedsourced

F&E

Social EventManagement

Socially‐enabledService

Social Campaign Tracking

based on Altimeter Group 2010

Sales Referal

Proactive LeadGenerierung

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Startingpoint forSocialCustomer Relationship Management

Marketing Sales Service/Support

Social MarketingInsight

Social SalesInsight

Social Support Insight

Innovation

Social InnovationInsight

Rapid SocialMarketing Response

Rapid Social Sales Response

Rapid Social 

Support ResponseCrowedsourced

F&E

Social EventManagement

Sales ReferalSocially‐enabled

Service

Social Campaign Tracking

based on Altimeter Group 2010

Proactive LeadGenerierung

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Online Shops

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Dell Shop  eCommercewith  Social  Content

Objective sales

Change brandperception

Target customers

prospects

SM Strategie eShop with rankings +

reviews

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Recommendation Platforms

Products are ranked by audience

credibility

good products are usually ranked positively

bad products are exposed

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

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Types of Social CRM  Interaction

Existing Social Media Networks

(Facebook, Xing, Twitter, Linkedin, etc.)

Corporate Social ContentCorporate Blogs, Forums, branded / unbranded Social 

Networks, etc.)

Customer‐facingemployee

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‐outsideinside‐to‐inside)

Market

Marketing Sales Service

Socially‐enabledMarketing

Socially‐enabledSales

Socially‐enabledService

R&D

Socially‐enabledR&D

19.12.2011Dr. Ute Hillmer, Better Reality Marketingbased on Cipriani 2009

Areas of Action in Social CRM

Marketing Sales Service/Support

Social MarketingInsight

Social SalesInsight

Social Support Insight

Innovation

Social InnovationInsight

Rapid SocialMarketing Response

Rapid Social Sales Response

Rapid Social 

Support ResponseCrowedsourced

F&E

Social EventManagement

Socially‐enabledService

Social Campaign Tracking

based on Altimeter Group 2010

Sales Referal

Proactive LeadGenerierung

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Startingpoint for Social Customer Relationship Management

Marketing Sales Service/Support

Social MarketingInsight

Social SalesInsight

Social Support Insight

Innovation

Social InnovationInsight

Rapid SocialMarketing Response

Rapid Social Sales Response

Rapid Social 

Support ResponseCrowedsourced

F&E

Social EventManagement

Sales ReferalSocially‐enabled

Service

Social Campaign Tracking

based on Altimeter Group 2010

Proactive LeadGenerierung

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Microblogging

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Twitter

Microblogging is a form of blogging that 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)

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Dell on Twitter

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Dell‘s TwitterActivities

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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)

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

DellOutlet Deutschland  Twitter as  an Outletstore

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

DellOutlet  China Twitter as  an Outletstore

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Types of Social CRM  Interaction

Existing Social Media Networks

(Facebook, Xing, Twitter, Linkedin, etc.)

Corporate Social ContentCorporate Blogs, Forums, branded / unbranded Social 

Networks, etc.)

Customer‐facingemployee

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‐outsideinside‐to‐inside)

Market

Marketing Sales Service

Socially‐enabledMarketing

Socially‐enabledSales

Socially‐enabledService

R&D

Socially‐enabledR&D

19.12.2011Dr. Ute Hillmer, Better Reality Marketingbased on Cipriani 2009

Areas of Action in Social CRM

Marketing Sales Service/Support

Social MarketingInsight

Social SalesInsight

Social Support Insight

Innovation

Social InnovationInsight

Rapid SocialMarketing Response

Rapid Social Sales Response

Rapid Social 

Support ResponseCrowedsourced

F&E

Social EventManagement

Socially‐enabledService

Social Campaign Tracking

based on Altimeter Group 2010

Sales Referal

Proactive LeadGenerierung

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Startingpoint for Social Customer Relationship Management

Marketing Sales Service/Support

Social MarketingInsight

Social SalesInsight

Social Support Insight

Innovation

Social InnovationInsight

Rapid SocialMarketing Response

Rapid Social Sales Response

Rapid Social 

Support ResponseCrowedsourced

F&E

Social EventManagement

Socially‐enabledService

Social Campaign Tracking

based on Altimeter Group 2010

Sales Referal

Proactive LeadGenerierung

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Types of Social CRM  Interaction

Existing Social Media Networks

(Facebook, Xing, Twitter, Linkedin, etc.)

Corporate Social ContentCorporate Blogs, Forums, branded / unbranded Social 

Networks, etc.)

Customer‐facingemployee

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‐outsideinside‐to‐inside)

Market

Marketing Sales Service

Socially‐enabledMarketing

Socially‐enabledSales

Socially‐enabledService

R&D

Socially‐enabledR&D

19.12.2011Dr. Ute Hillmer, Better Reality Marketingbased on Cipriani 2009

Areas of Action in Social CRM

Marketing Sales Service/Support

Social MarketingInsight

Social SalesInsight

Social Support Insight

Innovation

Social InnovationInsight

Rapid SocialMarketing Response

Rapid Social Sales Response

Rapid Social 

Support ResponseCrowedsourced

F&E

Social EventManagement

Socially‐enabledService

Social Campaign Tracking

based on Altimeter Group 2010

Sales Referal

Proactive LeadGenerierung

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Startingpoint for Social Customer Relationship Management

Marketing Sales Service/Support

Social MarketingInsight

Social SalesInsight

Social Support Insight

Innovation

Social InnovationInsight

Rapid SocialMarketing Response

Rapid Social Sales Response

Rapid Social 

Support ResponseCrowedsourced

F&E

Social EventManagement

Socially‐enabledService

Social Campaign Tracking

based on Altimeter Group 2010

Sales Referal

Proactive LeadGenerierung

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Monitoring Twitter as  a trend scout

Objective Identify future trends

Identify brand + product issues

Target Marketing 

R&D

SM Strategy Twitter als Supportkanal

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Twitter

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

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Social CRM

CRM 1.0 CRM 2.0

Establishing need

Experience

Sharing 

impression

s

Decision

Marketing Sales CustomerService

Support processes

Operation processesValue

Expa

nsion

Targeting

Retention

Acquisition

Expa

nsion

Targeting

Retention

Acquisition

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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, 2011.19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Evolution  in  CRMTransaction‐ and process oriented

Technology enabled customer processes in order to support and organize sales‐, marketing and support activities (Shaw)

Eigenes Unternehmen

Konkurrenz Supplier / Partner

Kunde Kunde

KundeKunde

Kunde Kunde

Kunde

CRM 1.0

Eigenes Unternehmen

Konkurrenz Supplier / 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.

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Dr. Ute Hillmer, Better Reality Marketing

Dell  „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

19.12.2011

Types of Social CRM  Interaction

Existing Social Media Networks

(Facebook, Xing, Twitter, Linkedin, etc.)

Corporate Social ContentCorporate Blogs, Forums, branded / unbranded Social 

Networks, etc.)

Customer‐facingemployee

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‐outsideinside‐to‐inside)

Market

Marketing Sales Service

Socially‐enabledMarketing

Socially‐enabledSales

Socially‐enabledService

F&E

Socially‐enabledF&E

19.12.2011Dr. Ute Hillmer, Better Reality Marketingbased on Cipriani 2009

Social CRM functional architecture

Marketing Sales Service

Face to facePhone /SMS

E‐mailLetter

Fax

Website

BusinessPartner

Traditionalle Processes

Traditional  Channel Interfaces

Socially‐enabledMarketing

Socially‐enabledSales

Socially‐enabledService

Social CRM Layer

Social Channel Interface

Internal Social Tools(Internal blogs, wikis, sharing platforms, social 

networks, innovation portal, etc.)POS

Market‐oriented Social Tools

Market

Interne Collaboration Tools

F&E

Socially‐enabledF&E

Corporate Social Content(Corporate Blogs, Forums, Branded  / unbranded Social Networks, etc.)

Ext. Social Media Networks(Facebook, MySpace, Twitter, 

Linkedin, etc.)

Based on Cipriani 2009 19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Startingpoint for Social Customer Relationship Management

Marketing Sales Service/Support

Social MarketingInsight

Social SalesInsight

Social Support Insight

Innovation

Social InnovationInsight

Rapid SocialMarketing Response

Rapid Social Sales Response

Rapid Social 

Support ResponseCrowedsourced

F&E

Social EventManagement

Socially‐enabledService

Social Campaign Tracking

based on Altimeter Group 2010

Sales Referal

Proactive LeadGenerierung

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Recap  Social Media Toolbox

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

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