Unternehmenserfolg in der digitalen Welt. Beispiel BMW: 1 year in social media.
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1 OWM Fachtagung 1 Unternehmenserfolg in der digitalen Welt. Beispiel BMW: 1 year in social media. Marketing Social Media Innovations Customer Care Jochen Schmalholz Munich November November 2010 The Sheer Ultimate Driving Pleasure Machine
2 2 Why Social Media? The Internet from a Customer Perspective.
3 OWM Fachtagung 3 If you want to reach people...
4 BMW Marketing Innovations OWM Fachtagung 4 Fish where the Fish are.
5 5 Social Media. What does this mean for our brand? IT S NOT ABOUT WHAT WE SAY IT IS.
6 6 Social Media. It s the consumers voice that matters. IT S WHAT THEY SAY IT IS.
7 OWM Fachtagung 7 BMW Group goes social. Why did we get started?
8 OWM Fachtagung 8 BMW Group goes social. Why did we get started? Universal McCann. Wave 5. Oktober 2010.
9 OWM Fachtagung 9 BMW Group goes social. Why did we get started? Universal McCann. Wave 5. Oktober 2010.
10 OWM Fachtagung 10 BMW Group goes Social. Strategy Development.
11 11 Educate the company. Center of Competence & Service.
12 12 Fish where the fish are.
13 13 Dialogue first.
14 14 Brand strategy vs. product focus. Global. National. Local. global brand emotion event national emotion event sales local event sales CRM corporate BMW Group View BMW Jobs brand BMW BMW Motorrad Sub-Brands e.g. BMW Italia, BMW Motorrad Italia Dealer Pages e.g. BMW Automag Special Interest Pages
15 15 BMW Group goes social. But even Social needs Targets.
16 16 Strategic Targets.
17 17 Target setting. Balanced Score Card.
18 18 Target setting. Daily targets. Watch. Learn. Improve.
19 19 Target setting. Balanced Score Card fans
20 20 20 Target setting. Balanced Score Card #1automotive brand
21 21 Target setting learn and improve. Monitor and Track.
22 22 BMW Group goes social. The how to.
23 23 Prepare the Company. Involve all relevant departments. BMW Welt BMW M Financial Services Motorrad Rolls-Royce Motorcars
24 24 Synergies and Roll-Out. Social Media Center.
25 OWM Fachtagung 25 Strategy come alive. Just do it.
26 26 Launch BMW global fanpage. November 2009.
27 27 BMW International Branded Facebook Page. 12/ Mercedes Benz VW BMW Audi Porsche Ferrari Lamborghini
28 28 BMW International Branded Facebook Page. 11/ Mercedes Benz VW BMW Audi Porsche Ferrari Lamborghini
29 29 Status BMW global fanpage. November people like this.
30 30 Go National. Oktober 2010.
31 31 Go National. Oktober markets live people like this.
32 32 Go Local. Oktober 2010.
33 33 BMW Group goes social. Other Launches.
34 34 BMW Group goes social. Facebook.com/BMWKarriere.
35 35 BMW Group goes social. Facebook.com/BMWKarriere. Leading German career page
36 36 BMW Group goes social. What might be next? 2011
37 37 37 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
38 BMW Group BMW Marketing Marketing Innovations Innovations OMV Social Fachtagung Media für die Automotive Industry October Page CONVERSATION
39 BMW Group BMW Marketing Marketing Innovations Innovations OMV Social Fachtagung Media für die Automotive Industry October Page Stay social!
40 40 This is never the right choice. Open your eyes and listen to their voices!
GOR 2014. Analysis of the online marketing mix in the premium car segment
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