Social Media - Why your company should not ignore it! 12/11 part1

Social Media –“Do I really have to be there as a Company? “by Dr. Ute Hillmer

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Why is Marketing Changing?

Do I have to be in Social Media as a Company?

Do I really have to be there as a B2B Company?

Dr. Ute Hillmer 19.12.2011

Why is Marketing Changing?

19.12.2011Dr. Ute HIllmer

Because buyer behaviour is changing significantly!

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

SOCIAL MEDIA changes the way individuals and companies form their opinion about buying decisions.


The Power ofRecommendations:„I‘llHaveWhatShe isHaving“

19,12.2011Dr. Ute HIllmer

Change Engines on the Meta LevelTechnological Development DigitalizationNetwork technologiesConverging media Storage technologies

Social DevelopmentThe major customer „der mündige Mensch“ Selfconfidence Participation Self‐determination Individualisation

Visualisation tech. Social Media Digitale distribution Intellig. automation…


ChangingKommunication from

Sender Receiver


ChangingKommunicationto

Sender Receiver


From Product‐ to Customerfocus

Product

Price

Place

Promotion

Customer Needs

Customer Cost

Convenience / Access

Communication

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

Social Media –“Do I really have to be there as a Company? “


SocialMedia: Does itPay Off? 1


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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


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

DELL

“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”


Dell‘s Target SpecificCustomer Dialog


Social Media –“Do I really have to be there as a B2B Company? “


HowSocialMedia Matters toB2B

Chief stakeholders may not be using social media. But lieutenants will

Social media is impacting how B2B decisions are being made. Background research Expertise Search results impact


SocialMedia

Not just for nurds


SocialMedia andtheBuyingProcess

19.12.2011

Dr. Ute HIllmer

Post‐salesuser‐exp. reportssupport+helpcomplainslearningupgrading

Saleslooking for the best deal

Pre‐saleslooking for information

Social Media Basics

What do I have to know and understand to get started?


Howtogetstarted1. 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 started2. 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 started3. Whereare 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 #2

Groundswell 2008, S.77

Relevance

BenefitEntertainment

How to get started4. The Content

LISTEN

talk

energize

support

integrate

bond

How to get started5. Set Strategy + Processes

Where are my customers => What product(s) are suitable for social networks?

How do I position these products?

Does my CI and brand fit the online community?

How do I communicate online (tone and stile)?

Which social networks will be suitable?

What reactions should I be prepared to get?

How will I react to negative feedback from blogs, etc.?

Do I communicate centralized or distributed?

Ask yourself

You have no glue? Then have a look how your competitors do it!


Consequences of Social Media MarketingConsequences for the Brand

A brand is no longer only what we – the marketers tell the consumer/user/buyer it is.

The band is what the consumer/user/buyer tell each other it is!

„the intelligence of the masses“


Consequences of Social Media Marketingfor the Product Range “The Long Tail”

19.12.2011Dr. Ute HIllmerChris Anderson: The Long Tail, 2006.

Consequences of Social Media Marketingfor the Customer“The CluetrainManifesto (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.

15.07.2011Dr. Ute HIllmerLevine , Locke, Searls ,Weinberger: The Cluetrain Manifesto: The End of Business as Usual, 1999.

Σ SocialMedia Basics

#1 Built and maintain networks:THE SM TOOLBOX

#2 Built credibility and trust, especially in B2B: CONTENT MARKETING

#3 Be found by your target market:SEO + SMM


Recap Social Media Basics


What was most important for you so far?Tell your neighbor to the right and left.

What open question emerged?

What is unclear?

Social Media - Why your company should not ignore it! 12/11 part1

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