Social Media Report _TOP 5 Swiss Electronic Technology Brands

8/8/2019 Social Media Report _TOP 5 Swiss Electronic Technology Brands

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Social Media in Technology/Electronics

REPORT

Valon Fetahu, Freiburghaus Steve, Ekaterina Matveeva, Krieger Timo, Sandri Tiziano, Rhrenbach Ines,

Agbamu Kenoma Eugene, Azubogu Chidubem Cletus

Digital Marketing


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Table of Contents:

Table of contents..........2

Introduction..3

Logitech International S. A....4

Jura Elektroapparate AG...6

KABA Group9

Schindler Group.10

Phonak..12

Visualization of analysis.13


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Introduction

In this paper we try to analysis the level of engagement in social media companies

from technology and electronics business area. Also we should mention that the

majority of analsized companies are Swiss based with long history of operating

on the market which have traditional approach on the advertising.

The main aim of this paper is:

To detect the level of engagement in social media channels;

To understand reasons why companies did not yet involved in social media

activities;

In some cases to give quick overview of social media activities of the maincompetitors of analyzed companies;

To find out fresh insights into business of each company;

Try to make appropriate suggestions of further social media strategy;

Attempt to explain value proposition, benefits from being in social media

space.


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8. Logitech Z5500 (1562 fans) Non-official

9. Logitech (1394 fans) Official Wiki

10. Logitech (1075 fans) Non-official

example to YouTube, twitter, tohelp and support, official websiteand 60 other Facebook pages.Around 55% of the wall post are

commented by other users. There isa box in which is possible to win atrip and a laptop.

In conclusion Logitech is have areally good interaction with hisusers on his Facebook page

providing any support for theproducts users and create somediscussion between them.

MicroBlogs

Twitter

http://twitter.com/logitech (9039

followers)

Logitech is present on Twitter in

different language (English,French, Spanish, ...) The main

pages has 9039 followers and isfollowing 371. The have made atotal of 1703 Tweets. They posttheir official updates really often onTwitter and have a good interactionwith the followers.

YouTube http://www.youtube.com/user/logitech Logitech is present on YouTubesince January 2006, 4323534

users downloaded any content and21013 of them subscribe to itschannel which is viewed by1110291 people.

There 138 uploads available, 17favorites and 17 Logitech + GoogleTV.

Writing Logitech on Youtube wefind 163000 .
http://twitter.com/logitechhttp://twitter.com/logitech


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Jura Elektroapparate AG is a company that operates in households electrical appliances. Itwas founded in 1931 in Niederbuchsiten, Switzerland and, as pioneer, it has specialized in the field

of coffee machines, becoming one of the first firms in this sector. However its range of products is

quite limited, in fact the company decided to focus its attention on just a few product, in order to be

very specialized and therefore to exploit economies of scale, in order to offer the consumer a high

quality product at lower price. Nowadays the company is present in Switzerland, Austria, Germany,

the Netherlands, the US, the UK and South-East Asia with its own store and join ventures. In the

last few years, in the rest of the world, it also entered the market of coffee automatic distributors.Below we briefly list the range of products that Jura offers to its consumers:

14 different models of Jura automatic household coffee machines, which differs from each

other by their functions and performance.

10 different models of Jura automatic commercial coffee machines.

Irons and ironing accessories

Toaster

Other accessories:

Cup warmers

Milk containers

Glasses

Spoons

Cups

And other customizing accessories for coffee machines

Main Communication Channels:

The main communication channels which Jura adopts to advertise its products and to reach the

consumer are quite classic (advertising on newspaper, television, etc.), in fact as we can understand,

its products belong to a certain sector which is difficult to be advertised only through internet and

digital channels. On the other hand, one of the most important channel is directly the store with the

showroom, in which the consumer can personally test the coffee machines.

Another communication channel on which Jura pays attention is the web site (www.jura.com),

where the whole range of products, news, information and special editions are explained and

advertised.
http://www.jura.com/http://www.jura.com/


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A very interesting aspect, closely related to the topic of this report, is that, when we enter Juras

web site, on the main page it appears the Facebook symbol and a button that invites you to join their

group on the social network. This makes us reflect about the importance that Jura begins to give

also to the advertisement, but especially to the image, of the company on a similar social network.

We understood that Jura is not present on other social networks and it does not have an own blog.

Why does Jura want us to enter itsFacebook group ?

What we have noticed while surfing on Juras web

site, was its innovative idea to create a product line

more and more stylish and fashion compared to the

previous ones; everybody knows that if you want

to transmit a fashion and cool image of thecompany, you also have to transmit the sensation

that who belongs to this specific environment can

really be a better person! In order to do this it is

very important to create something exclusive that

only who really has good taste, or just think to

have, can join.

Facebook could actually be the good choice to do

this, in fact Jura created a group, which people can

join and, in this way, simultaneously communicate

to their friend that they belong to this exclusivecircle of people!

The Facebook group is also useful in order to increase customer loyalty, in fact once they join it and

show it their friends, they automatically decide that, since that moment, they belong to this

company. Moreover Facebook is a free window where introduce, advertise and link Juras products

and services, simply thanks to comments, images, news and videos sharing between users.

Going back to the fashion and exclusivity of Juras products, we can see that there is a new line of

products which is named Roger Federer Edition. These specific line has been created with the goal

to attract the market segment that likes this tennis player and wants to continue their support even in

the kitchen! Also this innovation could be seen as a strategy to share a sense of elite exclusivity.

Facebook Group Analysis:

Social network size: 500 million users

Number of official and non-official pages and groups: 2

Number of fans: 2504 on the main group & 3535 on the UK group

Number of fan posts in 2010: >100

Main topic of fans posts: in most of the cases they just want to highlight the performance of their

new tools, they post pictures of their new coffee machines and they want everybody to know that

they are cool too!

Last month positive/negative messages: 16 positive comments, 5 negative comments.


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Activity of the MODERATOR (Jura) in the last months:

Jura actively intervene on its Facebook wall, often to advertise or introduce a new product or also a

special event, but it especially care about giving answers to fans questions or complaints, in order

not to give a bad image. The moderator most of the times posts new products and news about the

company, directly followed by the link to the main Juras website, in order to lead people to see the

full range of their products. Jura, as I have just written, answers to ALL fans questions or

complaints, and, also here, it happens that there is the link to the main website at the end of the post.

Brand engagement: Jura is only present on Facebook, as social network channel; it does not have an

own blog or a Twitter account for instance.

Leadership:- Is there a company moderator? Yes, it posts and it answers fans questions

- Does the brand directly manage proprietary brand communities in social media? Yes, 2

Facebook accounts

- Number of posts/comments on the wall in the last six months: 24

- Does the brand offer free content? Yes

- Links back to the brand social media spaces: 15 links which lead to the main or other

websites

Linking value:- Percentage of users who discuss with their peers using the brand-related social media

spaces: 30/110 posts contain discussion between users, or between users and Jura.

To conclude this short report, we can say that Jura works a lot in order to keep a close link between

its Facebook group and its main website, because of the huge potential of viewer that Facebook has

(over 500 million), who could easily be aware of the whole range of products that a company wants

to advertise.


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The Kaba Group is one of the world's leading players in the security industry. Aninternationally active, listed company, it employs around 8,000 staff in more than 60 countries.

Kaba provides innovative, comprehensive access control solutions for buildings, facilities and sites

as well as solutions for staff and enterprise data collection which meet client's needs for security,

organization and convenience. The company is a key expert and technology leader for a range of

security solutions. Kaba can look back on more than 145 years of tradition. 1 The firms main

channel of communication are traditional channels.

In terms of advertising Kaba is very contained. No advertising campaigns are demonstrated in theinternet. Consequently, Kaba is not actively involved in any social media activities. On YouTubesome unofficial videos about Kaba products are available i.e. cyclinder locks, but there are noofficial activites to enhance the brand equity and value through social media engagement. Thismight be due to the follwoing reasons:

CultureKaba is a Swiss based and founded company. In Switzerland and this is true especially in the SwissGerman part, companies rely on their values, strengths and achievements more than in many other

parts in the world. The corporation is able to rely to its huge brand value and equity. And successproved the firm right in doing so. However, we are not sure if Kaba just is not able to see the hugeopportunities which are allowed by social media or the firm just acts very careful and restricted inorder to prevent any failures.

Business modelThe success of Kaba is linked to the outstanding performance of its security products. One couldargue that promoting the firm and its products are incontradiction to its values which are based on confidential,discretion and reliability.

Tradition of the companyMembers of the board at Kaba are all in der mid 50s. They are allfrom the Swiss-German part and not very diversified.Furthermore, they have a technological background and only alimited awareness of web 2.0 applications. If we take a closerlook to the competitors the composition of the board is moreinternationally oriented in terms of culture, ethics and openess.

The authors requested for an official company statement about social media policy, but did not getany answer.

However, two of Kaba`s competitors recently started to enlarge activities in social media.

1 See:www.kaba.ch
http://www.kaba.ch/http://www.kaba.ch/http://www.kaba.ch/


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The U.S. corporation Ingersoll Rand has a Facebook fanpage with around 1.400 fans and recently

launched a YouTube channel additionally with 30 uploaded videos and had around 50.000 hits.

Additionally a Twitter account (@ingersoll_rand) is launched with around 410 followers.

Also, Assa Abloy is active in Facebook and Twitter (@assaabloygroup) with 500 resp. 330 fans andfollowers. These numbers seem to bee rather slow. but both companies are in their very beginning

of the social media activities.

Schindler Group was founded in Switzerland in 1874 and is the largest manufacturer ofescalators and the second largest manufacturer ofelevators worldwide. Schindler installs, maintainsand modernizes elevators and escalators in all kind of buildings (Residential, Commercial andHigh-Rise). The company is present in more than 140 countries and employs 45,000 personsworldwide. The production facilities are located in Austria, Brazil, China, France, Slovakia, Spain,Switzerland and the USA. Globally, Schindler equipment moves more than 900 million people perday.

Strategic directionSchindler Group has chosen strategy to be successful through traditional core values such ascustomer service, quality and safety with combination of their key strengths of creativity andinnovation of to produce superior solutions in response to customer`s needs. Schindler`s vision:

Leadership through service .

Social Media: analysis of presenceAfter observation most popular social media channels, we found out that Schindler Group has lowengagement to social media activities. For example, in the first popular network Facebook, thereis one non-official page with 387 people who like it and also 3 pages with 3 people. As far as thefirst mentioned page with 387 members, we can say that it`s just page with brief overview of thecompany where people have option just to like there is no wall for sharing some kind ofinformation. And, consequently, this page doesnt have sense.

And the following reasonable question is why Schindler Group dont expand social mediaactivities ? We decided to find the answer on this question by finding the main competitor andexamining their activities. The first one competitor is OTIS. Both companies work within verticaltransportation and produce elevators, escalators. They were founded within approximately the same

period of the time. But OTIS is considered to be the first one worldwide while Schindler Group isconsidered the second. Anyway, these two companies is equally known in worldwide scale andhave strong brand name and reputation for their core valuesquality, service, reliability and innovation.OTIS has one official page on Facebook platform with 959members who is in particular young people carried bytechnology, design, innovation and also employees who is

currently working in OTIS company from subsidiaries all over theworld. Besides, this page is really diversified like the OTIScompany which has subsidiaries in every corner of the world. The
http://www.facebook.com/pages/w/108117512542776http://www.facebook.com/pages/w/112722745409008http://www.facebook.com/pages/w/108117512542776http://www.facebook.com/pages/w/112722745409008


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context of messages is really positive people interested to know about internship, post photosfrom events related to company`s activities, sharing information about future event related totechnology, innovation within this industry all in all, they try to communicate in informal way.The number of non-official pages is seven with 439 participants who like it. The titles are Otiselevator company, "Otis just for fun, Otis elevator common interest etc.

As far as web site of Schindler Group, we can say that they have on-line communication but

between company and suppliers. They globally spread out following eCollaboration -

standardization automation digitalization- tools:

1) eSourcing (the online negotiation empowers the supplier negotiation phase by exploiting the

competition in a defined market)

2) eOrdering (specialplatform where they can select an item from an electronic catalogue, place the

selected item in a shopping chart and have the shopping cart content ordered from the supplier)

3) ePtP (electronic communication between Schindler and its external suppliers)

This is really great electronic platform for formal collaboration which saves time, cost and create

global network for the whole company to deliver best solutions in short time.

ConclusionThe creation of informal collaboration system can be not so much critical for the company (thatsmaybe the reason why they didnt yet launch it). But Schindler Group has high level of socialresponsibility (different types of events, support of educational institutes, charity, grants for youngand talented students, care of impact which their business processes have on the environment etc.)

And judging by this maybe it can really some kind of good idea to create presence on social media(e.g. open official Facebook page and Twitter accounts which will be guided by several young,creative and technology advance people).

Finally

Whats the benefits/value from being in social media space" for Schindler

Group:

cheap and easy way of communication and awareness about the company;

quick awareness of the past and future activities within corporate responsibility whats thecontribution company making to society;

collaboration between people who are really interested and inspired by Schindler`s businessactivities which can give opportunity to gather fresh and interesting ideas, insights etc.;

collaboration between young people in worldwide scale who is keen on technology,

innovation opportunity for the company to grow up, develop, find out talented persons for

future generation of employees;


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Phonak is the world's leader in wireless earpieces and intelligent hearing protection. Thecompany was founded in Switzerland in 1992 and has become the technology and market leader inthe development, design, production and worldwide distribution of ultra-miniaturized wirelesssystems.

In 2006 Phonak established the Hear the World foundation. This initiative aims to improve thequality of life and promote equal opportunities for people all ages coming from all parts of the

world. The foundation provides financial funds as well as listening technology and hearing aids.People can leave a social bookmark for this initiative on social media platforms such as Facebook,Twitter, del.ici.ous, digg.com, googlemail, Mister Wong, YahooMyWeb and YiggIt.

Analysis of presence on Social Media platforms:

Facebook

Phonak is present on a Facebook site. 301 people like the page, however the content of the page isonly available in French and is derived from Wikipedia. The Hear the World Initiative by Phonakon the other hand is supported by 1782 people and displays a much broader information andfollower interaction through frequent updates and news.

Twitter

Phonak has 322 followers on Twitter and 13 people being listed. On Twitter, Phonak regularly postsnews, tweeds, combined with links to the youtube webpage.

Youtube

On youtube, customers of Phonak give their hearing aid evaluation via video clips, officially andunofficially. Playlists with reviews, problems and discussions have been created.

LinkedIn

Phonak is presented on LinkedIn. The company offers additional information about innovative

hearing solutions.

Xing


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On Xing, Phonak published an article about its initiative music as an ambassador in a forumwithin the group from CEOs to CEOs.

Blogger.com

On this blog, people can create free blogs. Every internet user has free access to the blog contents.

Blogs containing information about Phonak are about benchmarking with competitors and productquality

Visualization of analysis

Social Media Report _TOP 5 Swiss Electronic Technology Brands

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