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