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

© Robert Bosch GmbH 2017. Alle Rechte vorbehalten, auch bzgl. jeder Verfügung, Verwertung, Reproduktion, Bearbeitung, Weitergabe sowie für den Fall von Schutzrechtsanmeldungen.

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Bosch Group – Our Business Sectors




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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




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Power Tools

MeasuringTechnology

GardeningTools

Accessories

We offer products that are tailored to our users needs.




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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

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?

We developped a new communication concept.




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Our users trust on colleague recommendations.




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Experts /

Test reportsProduct

advertising

Colleague

Recommendation

Own

experience

And colleague recommendations trigger 1st choice.




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Awareness

Clarity

Relevant Set

1st Choice

Purchase

Recommendation/

Loyality

We focus on Social Media in our communication.




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Quelle: Yoel Ben-Avraham




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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




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HOW DID WE PROFESSIONALIZE

OUR SOCIAL MEDIA MARKETING?

We set up a Social Media Strategy.




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• 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.




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• 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.




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Regular editorial meetings

Central editorial plan Local editorial plans

We further professionalized our Facebook presences.




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October 2016

We optimized our YouTube presences.




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Better findability

Informative

description incl.

links

Meaningful title

We established a legal framework.




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BUT … HOW TOBECOME A

LOVED BRAND?

We foster exchange among professionals in our Bob Community.




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High userengagement

Loyalty

Share ofproduct

experiences

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

We provide exclusive glimpses behind the scenes.




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We engage with our users.




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Quelle: www.impulse.de

We inform our users.




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We provide distraction.




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And sometimes…shit happens.




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Quelle: www.impulse.de

We share best practices.




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We connect with influencers.




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Our users share their experiences through#builtwithBosch.




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We plan the next steps …