BMW Marketing Innovations Unternehmenserfolg in der digitalen … · 2020-03-27 · BMW Marketing...
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BMW Marketing Innovations OWM Fachtagung 11.11.2010 1 Unternehmenserfolg in der digitalen Welt. Beispiel BMW: 1 year in social media. Sheer Driving Pleasure Social Media Customer Care Munich November 2009 The Ultimate Driving Machine Marketing Innovations Jochen Schmalholz 11. November 2010
Transcript of BMW Marketing Innovations Unternehmenserfolg in der digitalen … · 2020-03-27 · BMW Marketing...
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BMW Marketing InnovationsOWM Fachtagung11.11.20101
Unternehmenserfolg in der digitalen Welt.Beispiel BMW: 1 year in social media.
SheerDriving Pleasure
Social Media Customer Care
MunichNovember 2009 The Ultimate
Driving Machine
Marketing InnovationsJochen Schmalholz
11. November 2010
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Why Social Media?The Internet from a Customer Perspective.
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If you want to reach people...
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Fish where the Fish are.
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IT’S NOT ABOUT WHAT WE SAY IT IS.
Social Media.What does this mean for our brand?
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IT’S WHAT THEY SAY IT IS.
Social Media.It‘s the consumers voice that matters.
IT’S WHAT THEY SAY IT IS.
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BMW Group goes social.Why did we get started?
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BMW Group goes social.Why did we get started?
Universal McCann. Wave 5. Oktober 2010.
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BMW Group goes social.Why did we get started?
Universal McCann. Wave 5. Oktober 2010.
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BMW Group goes Social.Strategy Development.
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Educate the company.Center of Competence & Service.
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Fish where the fish are.
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Dialogue first.
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globalbrandemotionevent
national localemotioneventsales
eventsalesCRM
Brand strategy vs. product focus.Global. National. Local.
BMW Group View
BMW Jobs
BMW
BMW Motorrad
corporate
brandSub-Brands
Special Interest Pages
e.g. BMW Italia, BMW Motorrad Italia
Dealer Pagese.g. BMW Automag
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BMW Group goes social.But even Social needs Targets.
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Strategic Targets.
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Target setting.Balanced Score Card.
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Watch.Learn.
Target setting.Daily targets.
Watch.Learn. Improve.
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700.000 fans
Target setting.Balanced Score Card 2010.
700.000 fans
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#1automotive brand
Target setting.Balanced Score Card 2010.
#1automotive brand
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Target setting – learn and improve.Monitor and Track.
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BMW Group goes social.The „how to“.
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BMW Welt
BMW M
Prepare the Company.Involve all relevant departments.
Financial Services
Motorrad
Rolls-Royce Motorcars
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Synergies and Roll-Out.Social Media Center.
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Strategy come alive.Just do it.
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Launch BMW global fanpage.November 2009.
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BMW International Branded Facebook Page.12/2009.
2.000.000
2.500.000
3.000.000
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500.000
1.000.000
1.500.000
Mercedes Benz VW BMW Audi Porsche Ferrari Lamborghini
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BMW International Branded Facebook Page.11/2010.
2.000.000
2.500.000
3.000.000
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500.000
1.000.000
1.500.000
Mercedes Benz VW BMW Audi Porsche Ferrari Lamborghini
2009
2010
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Status BMW global fanpage.November 2010.
3.046.4453.046.445people like this.
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Go National.Oktober 2010.
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25markets live
Go National.Oktober 2010.
markets live
500.000people like this.
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Go Local.Oktober 2010.
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BMW Group goes social.Other Launches.
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BMW Group goes social.Facebook.com/BMWKarriere.
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Leading
BMW Group goes social.Facebook.com/BMWKarriere.
Leading German career
page
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BMW Group goes social.What might be next?
2011
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„If I had to guess, social
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BMW Group goes social.What might be next?
„If I had to guess, social commerce is the next area to really blow up“
Mark Zuckerberg, Co-founder, CEO and President of Facebook
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BMW GroupMarketing InnovationsSocial Media für dieAutomotive IndustryOctober 2010Page
CONVERSATIONCONVERSATION
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BMW GroupMarketing InnovationsSocial Media für dieAutomotive IndustryOctober 2010Page
Stay social!Stay social!
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This is never the right choice. Open your eyes and ‚listen‘ to their voices!
