Social Media Marketing bei Bosch Professional #AFBMC

Social Media Marketing @Bosch Professional

Allfacebook Marketing Conference, 14.3.2017Christina Stingl, Social Media ManagerRobert Bosch Power Tools GmbH

Vertraulich | PT-BI/MKB3-EA; Christina Stingl | 14.03.2017

Allfacebook Marketing Conference 2017

Bosch Group – Our Business Sectors

Mobility Solutions

IndustrialTechnology

ConsumerGoods

Energy andBuilding

Technology

One of the world`s

largest suppliers of

automotive

technology

A leading

manufacturer of

security technology,

energy-efficient

heating products and

hot-water solutions

One of the world`s

leading providers of

drive and control

technologies,

packaging and

process technology

One of the world`s

leading suppliers of

power tools and

accessories.

Bosch Power Tools – Our Division

Power Tools

MeasuringTechnology

GardeningTools

Accessories

We offer products that are tailored to our users needs.

Do-it-yourselfers /

Hobby gardeners

Emerging markets

Professionals

Industrializedmarkets

Let‘s take one look in the past ...

First Challenge:

A low emotional relationship between the brand

and the target group.

Second Challenge:

One common communication approach, no differentiation.

No differentiation with

“Real Bosch”:

Male. Strong.

The “lonely wolf”.”.

Vertraulich | Geschäftsbereich, Abteilung | 14.03.2017

We developped a new communication concept.

Our users trust on colleague recommendations.

Experts /

Test reportsProduct

advertising

Colleague

Recommendation

experience

And colleague recommendations trigger 1st choice.

Awareness

Clarity

Relevant Set

1st Choice

Purchase

Recommendation/

Loyality

We focus on Social Media in our communication.

Quelle: Yoel Ben-Avraham

No clearStrategy

Uncontrolled Growth

No Guidelines

Ghosted Channels

No Agency Support

Missing Coordination

Let‘s take another look in the past …

No Synergies

No legal Framework

Lack Of Capacities, Budget & Know How

Undefined Processes

HOW DID WE PROFESSIONALIZE

OUR SOCIAL MEDIA MARKETING?

We set up a Social Media Strategy.

• Roll out of Strategy & Guidelines as

mandatory basis

• Focus on Facebook and YouTube first

• Centrally allocated budget for local Social

Media agencies

to ensure roll out Facebook

to ensure ongoing Content Mangement

• Roll out of a central editorial plan for

Facebook

We established a lead agency and local Social Media agencies.

• Central steering of local SoMe

agencies

• Providing central editorial plan

• Providing reporting to central

Social Media Manager

Regional Brand

Manager / Trade Online

Manager

Central Social Media

Manager

Lead agency

Local Social Media

Agency

We foster synergies by providing a central editorial plan.

Regular editorial meetings

Central editorial plan Local editorial plans

We further professionalized our Facebook presences.

October 2016

We optimized our YouTube presences.

Better findability

Informative

description incl.

Meaningful title

We established a legal framework.

BUT … HOW TOBECOME A

LOVED BRAND?

We foster exchange among professionals in our Bob Community.

High userengagement

Loyalty

Share ofproduct

experiences

THANK YOU!We connect to our users – online and offline.

We provide exclusive glimpses behind the scenes.

We engage with our users.

Quelle: www.impulse.de

We inform our users.

We provide distraction.

And sometimes…shit happens.

Quelle: www.impulse.de

We share best practices.

We connect with influencers.

Our users share their experiences through#builtwithBosch.

We plan the next steps …

Social Media Marketing bei Bosch Professional #AFBMC

Marketing

Neuheiten und Aktionen Boschaktuell - elektrowerkzeuge.chelektrowerkzeuge.ch/file/doc/page_content_standard/59006e901bf32/... · Bosch Professional. Die Akku-Säbelsäge GSA 18V-32

Wir sind die, die diese Geräte herstellen – Eine Corporate Facebook Page für die BSH Bosch und Siemens Hausgeräte GmbH Deutschland #AFBMC

GLL 2-80 P Professional - herraiz.com · Robert Bosch GmbH Power Tools Division 70745 Leinfelden-Echterdingen Germany 1 619 929 L96 (2012.11) T / 194 XXX GLL 2-80 P Professional

#Election2016 Social Media & Wahlkampf #AFBMC

Social Ads für B2B @ AFBMC

Bitch please … Community erziehen #AFBMC

Der Digitale Wahlkampf der FDP NRW @ AFBMC

Politisches Targeting & Facebook im Bundestagswahlkampf 2017 #AFBMC

Community Management und der Social-ROI #AFBMC

Geld verdienen mit Facebook?! #AFBMC

GST Professional - Carey Tool · PDF fileRobert Bosch GmbH Power Tools Division 70745 Leinfelden-Echterdingen 1 609 929 N50 (2008.01) T / 147 GST Professional 135 CE | 135 BCE

Robert Bosch GmbH GLL 3-50 Professional · Robert Bosch GmbH Power Tools Division 70764 Leinfelden-Echterdingen GERMANY 1 609 92A 25M (2016.02) T / 244 GLL 3-50 Professional de Originalbetriebsanleitung

Facebook Rechtsupdate 2016 #AFBMC

Telemetrele cu laser GLM 150 şi GLM 250 VF · 2021. 3. 11. · GLM 150 / 250 VF: G L M 150 / 250 VF Professional Bosch Albastru Professional “Lenght Measurer” – măsurare cu

Content Distribution bei BILD @AFBMC

Kann man mit Facebook Gesetze verändern? #AFBMC

Instagram Kampagnen - golden rules & brilliant cases #AFBMC

Facebook Rechtsupdate - Berlin 2015 #AFBMC

Ritter Sport Einhorn #AFBMC

Der Facebook Bot Hype - #AFBMC