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

-

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

-

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

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

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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!