Acceptance of Social Media Marketing in the Sanitary Market Marcus Diedrich 6. November 2015

Content  Project of dissertation  Topical issue  Objective, methodology and structure of the paper  Influences of social media on corporate communications  Corporate Culture, internal und external Communication  Conception of the empirical study  Target groups, methods, pretest, implementation and data analysis 2

Project of dissertation 3

 Topical issue – Internet users  More than three quarters (78 percent) of Internet users are logged in to at least one social network.  Two-thirds (67 percent) are active users.  Compared to 2011, the proportion of registered social media users has increased by four percentage points to 78 percent.  The proportion of active users has increased only slightly by one percentage point to 67 percent. 4

Project of dissertation  Topical issue – Internet users 5

Project of dissertation  Topical issue – Sales structures  The sales structure for bathroom furniture is in motion.  The traditional distribution channels are losing market shares and distance selling puts on continuously.  The sanitary trade has the potential to maintain its position. 6

Project of dissertation  Objective and methodology of the paper  The aim of the work is the design and implementation of a study on the use of social media in the sanitary sector.  Objective of supply processes is in addition to the development of marketable products, an attractive price policy and the creation of an efficient distribution system especially the alignment of performance-related corporate communication, for example, through social media.  Creation of a questionnaire to interview small medium-sized enterprises to external and internal use of social media. 7

Project of dissertation  The structure  1 Conceptual Foundations of Social Media  2 Objective, methodology and structure of the paper  3 Influences of social media on corporate communications  4 Social Media Marketing  5 Conception of the empirical study  6 The Sanitary market  7 Research analysis 8

Influences of social media on corporate communications 9

 Corporate Culture  Communication in companies takes place in a context of corporate culture environment inevitably.  Corporate culture is the implicit awareness of a company that results from the behavior of the organization members and vice versa as a collective programming controls their behavior.  The corporate culture shapes the behavior of members inwardly and outwardly in a sustainable manner and showing concrete effects on all actions. 10

Influences of social media on corporate communications  Corporate Culture – Cultural change  A long-term competitive advantage is realized via the corporate culture in accordance with the companies strategy.  There is often friction between the cultural demands of social media and the company's existing culture.  An adaptation of the corporate culture in the direction of transparency and openness is essential to social media be successfully integrated. 11

Influences of social media on corporate communications  Fundamentals of Corporate Communications  Corporate Communications represents the totality of all communication tools and activities of a company, which are used to achieve an exchange of information with relevant reference groups for the purposes of own goals.  Internal communication is aimed at employees.  External communication aims to market partners and the general public. 12

Influences of social media on corporate communications  Fundamentals of Corporate Communications – internal Communication  Downstream communication - Newsletters, brochures topics, etc.  Upstream communication - Employee survey, supervisor assessment, etc.  Interactive media - Social Media-Elements 13

Influences of social media on corporate communications  Fundamentals of Corporate Communications – external Communication 14

Influences of social media on corporate communications  Fundamentals of Corporate Communications – external Communication 15

Influences of social media on corporate communications  Fundamentals of Corporate Communications – external Communication 16

Influences of social media on corporate communications  Fundamentals of Corporate Communications – Risks The use of social media marketing involves risks and opportunities:  Loss of control - The reactions of people on the Social Web can be neither controlled nor purposefully reliably predicted.  Criticism - A company makes itself vulnerable when it opens towards its customers on the social web.  Range - For a company it is very valuable if someone thinks positively about the brands and spreads his opinion.  Image und relationships - Web 2.0 allows a company to develop and care its image. 17

Conception of the empirical study 18

Conception of the empirical study  Concept:  Defining the target group  The collection method and the questionnaire  Pretest  Information of respondents  Implementation of the survey  Data analysis 19

Conception of the empirical study  Defining the target group  Partial or full survey: Practicality and costs.  In order to draw conclusions from the sample to the population are possible, this must be a scaled-down projection of population represent.  Representativeness: Transferability of results to an appropriate population.  Selection: randomly and deliberately 20

Conception of the empirical study  The collection method and the questionnaire  Methods for the collection of data :  the oral  the telephone and  the written survey.  Online surveys are surveys that are conducted via the Internet or Intranet. 21

Conception of the empirical study  The collection method and the questionnaire  When designing a questionnaire, two aspects need to be considered:  the content design of the questionnaire  Simplicity, neutrality, precision  The visual preparation of the questionnaire  Readability, visual emphasis, clarity 22

Conception of the empirical study  Pretest  A careful approach to the development of questions is particularly important in order to avoid mistakes. Pretests are mainly reviewing:  the sufficient variation of responses  understanding of the issues by the respondents  the difficulty of the questions for the interviewee  the duration of the survey 23

Conception of the empirical study  Information of respondents  The customer information before the actual implementation.  7-10 days before the start of the survey personalized letter.  In letter accompanying the questionnaire, reference can be made ​​ to the first letter.  The distance is reduced and the motivation to answer is increased. 24

Conception of the empirical study  Implementation of the survey  The indicator for Web Surveys is a questionnaire, which is executed as a program on a Web server.  Administration by username and password.  A limitation is via the IP address of the respondents.  Repeated filling out the questionnaire is not possible and a distortion of the results is therefore eliminated. 25

Conception of the empirical study  Data analysis  Interpretation of the data using computers and special statistical programs for exploratory data analysis. 26

Thank you for your attention. Marcus Diedrich 6. November 2015