Dialog Marketing with Digital Media

July 2015 Dr. Ute Hillmer1 von 160

Principles of Marketing/ E-marketing & E-business/ Marketing and Sales ManagementDay 2: Dialog Marketing / E-Marketing

SIBE-Management-MasterDr. Ute Hillmer

July 2015 Dr. Ute Hillmer

Understand, Engage,

Embrace Your Customers

Dr. Ute HillmerBetter Reality MarketingStuttgart, 1.8.2015

Agenda Pre-frame

Recap from yesterday

Role play

The Customer Dialog

Who is Social / Digital Marketing for?

The Digital Marketing Basics

Hands-on Work Session 1

The Digital Toolbox

Hands-on Work Session 2

Remember Yesterday?

Digitally supported Buying Decision

active Evaluation

Post-Sales Experience

Enlarged Evaluation

Ambassador

Loyalty Loop

Active Evaluation

Grafik in Anlehnung an Edelman 2010, p.65

Moment of Purchase

Initial Consideration

Trigger

The Core Changes

1. Consumers and buyers connect with brands in fundamentally new ways – often beyond manufacturers or dealers' control

2. They evaluate a shifting array of options during the evaluation process and remain engaged with the brand after purchase

2014 B2B Buyer Behaviour Survey

• Web search ist the top source of information• B2B buyers strategically browse social media• The number of sources used to research and

evaluate purchase has increased• There is an increased awareness of purchase

options• The evaluation process is longer and more

satisfyingDemandGen Report Survey 2014

Roleplay

about the larger Context

How did you buy yesterday?How do you buy today?How will you buy tomorrow?

The Customer Dialog

Dialog MarketingIs nothing new:

customer visitstelephone callsdiscussionsemailbusiness lunchesmailtrade shows…

But Dialog Marketing had to change …

Customer Dialog is emancipated

Sender Receiver

Changing Communication to a Dialog

Sender

Receiver

The Brand changes

The customer fundamentally influences the brand – beyond any marketing control

Support changes

Customers exchange experiences and insights. They can often help each other timely and with a lot of detailes knowledg

Dthe Dialog changes

Customers can do more than buy – satisfied customers are the best sales team

Chances

Chances + Risks of Dialog Marketingcompetitive advantage

When companies look at their products and services from a customer point of view, they can gain huge competitive advantages.

Chances + Risks of Dialog Marketingenhance customer loyalty

Engagement of the customer

+ Interest and appreciationby the selling company enhances customer loyalty

Chances + Risks of Dialog Marketingtruelly understand customer needs and enhance products

It’s more than online information gathering.Customers exchange their needs, their preferences and their interests online.

Chances + Risks of Dialog Marketingwin customers

Happy customers develop the need to let other customers know that they found a product or sercice that works for them:

Word of mouth

Goals to be achieved in Dialog Marketing

Information- Goals

Image Goals

EconomicGoals

Improved customer insight

Presentation as a market leader

Awareness, visits, registrations,…

Improved productinsight

Presentation as innovation leader

Customer loyalty and-penetration

Generation of ideasPresentation as a Good

CitizenSales and

recommendations

… …Cost reduction

3 Key Points of any (Online) Dialog

1. Built trust by helping your customer to make the right decision. Show them a win-win

2. Learn about the needs and problems of your customers

3. Built an infrastructure so customers can refer to you

From Product- to Customerfocus

Product

Promotion

Customer Needs

Customer Cost

Convenience / Access

CommunicationMcCarthy: Basic Marketing: A managerial approach, 1960Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993

The Power of Recommendations:„I‘ll Have What She is Having“

Yes, but

Who must go with the change?

Warum sind Sie in Sozialen Netzen(Europea Data)

...to get to know things about (new) products / brands

...to come in contact with brands / companies

...to stimulate my career

...to find other users of a certain brand / product

...to find promotions of a certain brand / product

...to become a famous person

...to become an opinion leader Source: Social Media Around the World 2011, InSites Consulting

The Web 2.0 Generation is Online

Who is Social / Digital Marketing for ?

The Nerd is Online

B2B Decision Makers might not be online

– but their assistants will

• Digital Marketing is impacting how B2B decisions are being made.– Background research– Learning + Expertise– Search results impact

The B2B buyers are no shoppers,they are researchers!

37% of B2B Buyers use

Social to help them make purchasing decissions

Social Media and the Buying ProcessPost-salesuser-experience reportssupport + helpcomplains, learning, upgrading

Saleslooking for the best deal

Decision Making learning about the topic,selecting and weighting evaluation criteriaevaluating options,

Pre-sales looking for information

Social Media and the Buying Process

Source: BVDW

Customers + Web 2.0 Technologies

Who is Online?

For How Long?

Key Information Sources

The 2014 B2B Buyer Behaviour Survey

What Role does Social Media Play?

The 2014 B2B Buyer Behaviour Survey

How Effective ist Social Media?

Source: B2B Content Marketing report 2012; Content Marketing Institute and MarketingProfs

If you think…

your Company does not have to be Online,Think again…

The Dell Hell Case Lesson

People talk about your company - with or without you … don’t you want to steer the direction best you can?

Dell Hell: starting point in 2005

Dell Hell

Dell Hell 2

“Obviously a lot of people are in the blogosphere talking about their issues with Dell products, why aren’t we doing anything about it?” Michael Dell, 2006

2006:“Obviously a lot of people are in the blogosphere talking about their issues with Dell products, why aren’t we doing anything about it?”

Michael Dell, 2006

2011: Dell named “most social brand of 100 top brands”

Basicsto get started

How to get started with Digital Marketing1. Stay Focused on your Objective

• Which channel, which medium, which platform will help me reach my target?

• Define marketing goal • Define target markets

Be where your customers are!!

How to get started with Digital Marketing?2. What do you intent to achieve?

• Win additional customers• Gain a new customer base• Increase sales• Increase awareness• Enter new markets

• Increase communication with customers

• Increase website traffic• Increase image• Change image• Increase online reputation

As with traditional marketing: set yourself realistic goals!

How to get started with Digital Marketing 3. Where are your customers having their conversations?

“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 #1 Sales Rep

LISTEN!!

energiz

esupport

Integra

te BOND

How to get started with Digital Marketing 4. don’t get confused, think of Customer Touch Points

instead…Source: Wave 7

Classic Touchpoints

Journals and Magazines

Bill board advertisement

Trade shows

Offline- Word of Mouth

Often individually pushed, seldom orchestrated

Sales-team and Partners

Source: Storymaker

Supplemented by a Digital Architecture

WEB-SITE

Micro-Site

Online-PR

PUSH/PULL

Source: modified after Storymaker

News-letter

WEB-SITE

Communication Channel Corporate Hosting

… and Increasingly Mobile

Source: Mashable August 05, 2013

Even more Mobile

Digital Touchpoints

XING & LINKEDIN

• Business Networks

• geschäftliche Kontakte

• Inhalte mit Geschäftspartnern teilen

• Unternehmens-sichtbarkeit auf persönlicher Ebene

• Mitarbeiter als Unternehmens-botschafter

TWITTERFACEBOOKGOOGLE

• 200 Mio. aktive Nutzer

• 2,5 Mio. in D

• 200 Follower/Nutzer

• Wichtigster Microblogging-Dienst

• Multiplikations-freudige Nutzer

• Ideal für Inhaltsteaser

• Themenmonitoring!

• > 1 Mrd. Nutzer

• > 25 Mio. in D

• Wichtigstes soziales Netzwerk

• Firmenaccounts Fanpages

• Sehr visuell geprägt

• Starke Multiplikationseffekte erhöhen Sichtbarkeit

• Größte Suchmaschine

• 97% Marktanteil in Deutschland

• 50 Mio. Personen suchen jeden Monat in Deutschland

• Wer bei Google nicht gefunden wird, existiert im Web nicht

Source: Storymaker

Digital Touchpoints

YOUTUBE FLICKR

• 4 Mrd. Stunden Videomaterial pro Monat

• zweitgrößte Such-maschine

• gehört zu Google

• wirkt sich positiv auf die Auffindbarkeit in der Suche aus

• „YouTube für Fotos“

• 5 Mrd. Fotos, zus. 3 Mio. pro Tag

• eigene Kanäle, Gruppen und Fotosets

• Flickr-Alben auf Websites und Blog einbinden

• praktisches Einbinden bei Twitter

• zentraler Ort für Bildcontent

• „YouTube für Slides“

• Sichtbarkeit für Präsentationen erhöhen

• leicht einbettbar

• positiv für SEO

SLIDESHARE

Source: Storymaker

Digital Touchpoints

PINTEREST BLOG

• längere Texte

• multimedial anreichern

• dynamischer als Websites

• Kommentarsystem

• leicht anpassbar

• 70 Mio. Nutzer

• ca. 0,5 Mio. in D

• stark wachsend

• Bilder aus dem Web auf themenorientierte Pinnwände pinnen

• Pins beinhalten Backlink auf Quellseite

• „YouTube für Print“

• erhöht Sichtbarkeit für Broschüren etc.

• durchblätterbar

• leicht einbettbar

• positiv für SEO

Source: Storymaker

Digital Marketing“The Cluetrain Manifesto (2001)”

95 Theses Excerpt1. 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.

Recap The Basics to get started•What was most important?•What was new?•What is unclear?

Before

Hands on

Hands-On Exploitation (Team Size about 5-6)

Investigate the digital marketing activities of one of the following companies:• Datev• Festools.de• Dell.com• Krones.de• Zeiss Camera Lenses• Salesforce.com• Mymuesli.com (Online Composition and Retail)• Litago.no (Customer Experience)

• Bosch (one division only)• Mercedes Trucks• IBM.com• Sage.com• Your own

Hands on Exploitation (Team Size about 5-6)

In what channels are they present?What seems to be their goal and for what market segment(s)?What do they do there? (present us some real highlight-details!)

Why do you think they selected these channels?What is well done?What could be improve?Do they link media or channels (cross media activities)?

We’ll discuss Digital Media while you present

Take notes, prepare a presentation, you have 60 min preparation time

10 Minutes presentation time

Digital Toolbox

The Social Media Toolbox

Slide by Solis + Thomas

Choose your channels wisely!

The Corporate Website: „Center Stage“

The Corporate Website:Center Stage +Aggregation Point

The Corporate Website

• Company controls the content and the design• Company 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

• Company 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 Blogblog.daimler.de

Direct2Dell Blog

TechCenter Blog, Chat, Community

Dell Shares Investor Relations

The Corporate BlogEmployees as Experts

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 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

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

Followers

Individuals, professionals and companies look for suitable networks and clusters

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

How Social Networks workThink of Social Networks as 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• 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

Festools: Brandscouts

Dialog MarketingFrage: Würdet Ihr Eure Festool Werkzeuge anderen Personen ausleihen?

Dialog MarketingAnwendungsberatung

Dialog MarketingComplains

Dialog MarketingProduct Comparison

28 Kommentare später …

Service-Communication

Dialog Marketing

Festool on Facebook Entwicklung

Mar 10

Apr 10

May 10

Jun 10Jul 1

Aug 10

Sep 10

Oct 10

Nov 10

Dec 10Jan

Feb 11

Mar 11

Apr 11

May 11

Jun 11Jul 1

Aug 11

Sep 11

Oct 11

Nov 11

Dec 11Jan

Feb 12

Mar 12

Apr 12

May 12

Jun 12

Entwicklung Facebook Fans

curtsey of Klaus Danner, Manager Customer Communications

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

Socially-enabledF&E

based on Cipriani 2009

WEB-SITE

Micro-Site

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 Response

CrowedsourcedF&E

Social EventManagement

Social Campaign Tracking

Sales Referal

Proactive LeadGenerierung

Starting point for Social Customer Relationship Management

Social SalesInsight

Innovation

CrowedsourcedF&E

Sales ReferalSocially-enabled

Service

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

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

• 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)

Practice

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

Content Sharing Platforms

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

Supplemented by a Digital Architecture

WEB-SITE

Micro-Site

Online-PR

ONLINE

PUSH/PULL

Source: Storymaker

News-letter

Communication Channel Corporate Hosting

Festtool on Youtube

Festool on Youtube Entwicklung

Mar 10

Apr 10

May 10

Jun 10Jul 1

Aug 10

Sep 10

Oct 10

Nov 10

Dec 10

Jan 11

Feb 11

Mar 11

Apr 11

May 11

Jun 11Jul 1

Aug 11

Sep 11

Oct 11

Nov 11

Dec 11

Jan 12

Feb 12

Mar 12

Apr 12

May 12

Jun 12

Youtube - Views pro Tag

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

Crowd Sourcing / Open Innovation

19.12.2011

IdeaStorm Open Innovation Platform

Objective Collect product ideas, and

Product solution ideas from customers

Custoner insight ranked by urgency

Target customer prospect

SM Strategy Engagement + learning

Results (7/11) 15.000 ideas >900.000 votes 500 ideas implemented 19.12.2011

marketing R&D

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!

Market Demand: Product Lifecycle

outbound Marketing

inbound Marketing

Cash flow over time

Linkedin, etc.)

Market-triggered

social interactions

Business-triggered

social interactions

Social Marketing

SocialSales

Social Service

MarketInformation

CustomerPreferences

Market

Socially-enabledF&E

WEB-SITE

Micro-Site

Social SalesInsight

Innovation

CrowedsourcedF&E

based on Altimeter Group 2010

Sales Referal

Starting point forSocial Customer Relationship Management

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Social SalesInsight

Innovation

CrowedsourcedF&E

Service

Dell Shop eCommerce with Social Content

Objective sales Change brand

perception

Target customers prospects

SM Strategie eShop with

rankings + reviews

Festool – Dealer Partnerships

Recommendation Platforms

• bad products are exposed

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

• Products are ranked by audience

• credibility• good products are usually

ranked positively

Linkedin, etc.)

Market-triggered

social interactions

Business-triggered

social interactions

Social Marketing

SocialSales

Social Service

MarketInformation

CustomerPreferences

Market

Socially-enabledF&E

WEB-SITE

Micro-Site

Social SalesInsight

Innovation

CrowedsourcedF&E

Sales Referal

Social SalesInsight

Innovation

CrowedsourcedF&E

Service

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

DellOutlet Twitter as an Outletstore

Objective selling change brand recognition

SM Strategy Twitter as a sales

plattform

Results June 2009: $6,5 M

revenue

DellOutlet Deutschland Twitter as an Outletstore

DellOutlet China Twitter as an Outletstore

Werkzeuge für höchste AnsprücheFestool on Twitter

Werkzeuge für höchste AnsprücheFestool on Twitter twitter.com/festool

978 Follower

Stand 09.07.2012

Werkzeuge für höchste AnsprücheFesttool 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

Tools for the toughest demands

Festtool on Twitter ausgewählte Follower

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

Linkedin, etc.)

Market-triggered

social interactions

Business-triggered

social interactions

Social Marketing

SocialSales

Social Service

MarketInformation

CustomerPreferences

Market

Socially-enabledF&E

WEB-SITE

Micro-Site

Social SalesInsight

Innovation

CrowedsourcedF&E

Sales Referal

Social SalesInsight

Innovation

CrowedsourcedF&E

Sales Referal

DellCares Twitter as a Support Channel

Objective Solve customer problems Change brand recognition

SM Strategy Twitter as a support channel

Results 10.000 follower (7/11) 15.600 follower (12/11) 13.460 Tweets

Linkedin, etc.)

Market-triggered

social interactions

Business-triggered

social interactions

Social Marketing

SocialSales

Social Service

MarketInformation

CustomerPreferences

Market

Socially-enabledF&E

WEB-SITE

Micro-Site

Social SalesInsight

Innovation

CrowedsourcedF&E

Sales Referal

Social SalesInsight

Innovation

CrowedsourcedF&E

Sales Referal

Social Media Monitoring 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

19.12.2011

Why Social Media Monitoring? Customer Service and Support, CRM

Identify and address core customer needs

Sales advice

Setup / integration support

Runtime support

Customers help customersIdentify and bond with advocates

Identify and utilize star experts

Reduce support cost19.12.2011

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”

19.12.2011

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

Check out:Google Analytics, Klout Score;

Hotsuite

Recap Social Media Toolbox

•What was most important?•What was new?•What is unclear?

Hands-On 2 (Team Size 5-6)

Built the ideal Online/Offline Marketing Mix for the company of your choice. (focus on Digital!)

After 60 minutes, present in 5 minutes:• What is it you try to achieve• Who is your target customer• What digital channels you use • Why do you use these channels• How do you mix different channels and media?

You have 60 min,we want a mini presentation in any format you choose

July 2015 Dr. Ute Hillmer176 von EndSeitenzahl

HERZLICHEN DANK FÜR IHRE AUFMERKSAMKEIT!

GIBT ES FRAGEN?

Dialog Marketing with Digital Media

Business

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